Key Cards and Bluetooth Help Warner Bros. Promote Fall Season

Warner Bros. Entertainment is turning once again to a sure-fire promotion to advertise programming for its new fall lineup, DVD releases and app launches.

Some 29,000 room keys have been distributed to 36 hotels in the area of Comic-Con 2010 in San Diego, CA, which begins today and runs through July 25.

The collectible key cards come in designs branding five properties: Warner Bros. Television series “Smallville,” “Supernatural” and “V”, DC Comics’ Digital Comic App and Warner Bros. Home Entertainment Group’s release of “Batman: Under the Red Hood.”

What began as a comic book convention has morphed into a pop-culture event that draws about 140,000 people.

This is the third year the company has used branded key cards— along with other marketing efforts—including “sneak peek” screenings, special video presentations and a Dance Party with Bugs Bunny and other Warner Bros. cartoon characters.

“We’re guaranteed that the cards are going to get in front of 29,0000 attendees at the convention and they’re going to be carrying them for days with tune in information,” Lisa Gregorian, chief marketing officer for Warner Bros. Television Group, said. “We’re hoping people stick them in their pockets and keep them as keepsakes.”

New this year, WBE is sponsoring 125,000 “Official Bags” distributed to attendees at check in that carry designs representing 11 titles from across a number of divisions on one side and Comic-Con artwork on the other.

“For us it’s always about what can we physically distribute to the fans,” Gregorian said. “How do we encourage tune in and give back to the fans for all of the support they give to our shows.”

WBE also gives out small specialty bags at its nearly 3,000-square-foot booth. This year, one side plays up “Smallville,” the other “SuperNatural.”

“We’re collectively taking those two shows and combining them so people know that’s a block of two-hour programming on the CW,” she said.

Also new this year, a wireless promotion at the booth alerts Bluetooth enabled passersby within 150 feet that they can opt-in to access video clips, photos and a calendar of events. They can also agree to be notified when a cast member signing is taking place, of premiere dates and other branded events at the convention.

Also handed out at the booth will be 88-page special editions of TV Guide Magazine devoted solely to programming from the studio with four collectible covers featuring the hit television series, “The Big Bang Theory,” “Fringe,” “Smallville” and “the Vampire Diaries.”

This is the fourth year WBE has exhibited at the conference.

“For our business the timing is perfect, we know what the fall schedule will look like but the conference is held before the fall season begins,” Gregorian said.