Warner Bros. Discovery is unveiling a new initiative, WBD Storyverse, aimed at reinvigorating their extensive library of intellectual properties through a branded lens. This was announced during the company's upfront presentation to advertisers in New York on Wednesday.

The WBD Storyverse initiative seeks to collaborate with brands, drawing inspiration from past successful campaigns such as State Farm's Batman-themed ad, Unilever's Hellmann's commercial featuring When Harry Met Sally , and Wayfair's holiday spot inspired by A Christmas Story .

State Farm’s Alyson Griffin, Head of Marketing, highlighted the effectiveness of their Batman campaign, which cleverly merged the brand’s message with the iconic Gotham City setting. The campaign resonated with both casual viewers and dedicated Batman fans, achieving significant cultural impact.

Unilever’s Chief Growth and Marketing Officer, Esi Eggleston Bracey, also praised the partnership, noting the cultural resonance of their When Harry Met Sally commercial. The collaboration not only boosted market share but also created memorable moments, such as a real-life reunion of the film's stars at the Oscars.

Sheereen Russell, EVP Client Partnerships at Warner Bros. Discovery, emphasized that WBD Storyverse is about exploring creative possibilities. The initiative aims to leverage the deep connection audiences have with WBD's stories, offering a range of opportunities for partners, including licensed products, strategic sponsorships, co-branded ads, and custom content featuring program talent.

Partners will also benefit from consultative services provided by in-house strategists and creative experts, as well as production resources and distribution through WBD platforms and third-party licensing. The goal is to open up a wide array of opportunities around hit series and films like Elf , Harry Potter , The Big Bang Theory , The Matrix , Family Matters , and Friends .

By blending fresh ideas with the familiarity of beloved worlds and characters, WBD Storyverse aims to help marketers spark cultural conversations and create meaningful moments for consumers.

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