Brand: Comedy Central Advertiser: Viacom, Comedy Partners Country: US
Background and context
With a crowded entertainment and cable landscape, Comedy Central created this campaign knowing that their target audience, millennials, consume a lot of content digitally. They aimed to create buzz on social media around the first episode of their new show, to drive their audience to consume the rest of the series on linear cable, as well as grow their online audience engagement. Additionally, they knew it was imperative to build awareness for the show by allowing non-cable subscribers to sample as much of the show as possible for free on YouTube.