As part of a massive, multi-platform marketing campaign for the return of the animated series “King of the Hill” on Hulu, Disney Entertainment Television has announced a crossover partnership with WWE. According to a report from Variety.com, the collaboration will bring the world of Arlen, Texas, to the upcoming August 15 episode of “Friday Night SmackDown” in Boston.
“King of the Hill” Takes Over SmackDown
The partnership will feature several integrations during the live broadcast. According to the report from Variety, there will be a “custom wrestling mat” that features “King of the Hill” signage. Additionally, “King of the Hill” digital creative will be shown throughout the arena during the event, ensuring high visibility for the show’s return.
Superstars Get Involved
The crossover will also directly involve WWE talent. The announcement stated that WWE Superstars Sheamus and Johnny Gargano will “create videos inspired by moments from the show.” This content is expected to be shared on WWE and the superstars’ social media platforms to promote the partnership to their millions of followers.
A “Bespoke Campaign”
The WWE collaboration is part of a much larger marketing strategy designed to reintroduce the iconic animated series to both old and new audiences. “It’s been 28 years since ‘King of the Hill’ premiered, so our team set out to build a bespoke campaign celebrating the show’s legacy and targeting viewers of the original series, while also making it feel fresh and modern for a whole new generation of fans,” said Shannon Ryan, president of Marketing at Disney Entertainment Television, in a statement to Variety.
Going “Big as Texas”
Ryan explained the goal of the wide-ranging campaign, which includes partnerships with major brands like NASCAR, Whataburger, and Fortnite, in addition to WWE. “Our goal was to create a cultural moment as iconic as Hank Hill himself — with every touchpoint thoughtfully crafted to reflect the DNA of this beloved series,” she added. “We wanted to go as big as Texas, so we focused on clever executions and bold partnerships that we felt would resonate and connect with fans of all ages.”
The “King of the Hill” crossover will take place on the August 15 episode of “Friday Night SmackDown.” The reboot of the classic animated series is now available to stream on Hulu.
