Comedy Central - #CC24 social event
The ultimate cross over between online, offline and TV
Background
Viacom’s Comedy Central is a television network which airs comedy series. Starting November 1st 2013, Comedy Central started broadcasting 24 hours per day.
This milestone couldn’t get by unnoticed. That’s why Comedy Central turned to us.
How could we reach the fan base of Comedy Central in an effective way? The audience mainly consists of male viewers between 18 and 24 years old. Suffice to say, this group happens to be very critical and outspoken. Reaching and activating those viewers in a positive way proved to be the real challenge. We turned to the social channels of Comedy Central. Comedy Central has a large fan base on both Twitter and Facebook. With the right strategy, we could effectively use these channels.
Why it makes our heart tick
How could we reach the fan base of Comedy Central in an effective way? The audience mainly consists of male viewers between 18 and 24 years old. Suffice to say, this group happens to be very critical and outspoken. Reaching and activating those viewers in a positive way proved to be the real challenge. We turned to the social channels of Comedy Central. Comedy Central has a large fan base on both Twitter and Facebook. With the right strategy, we could effectively use these channels.
The idea
24 hours broadcasting per day: that’s time for a party. Meet the #CC24 Launch Party: Starting 06:00 am, we organized hourly contests on all social channels, giving away t-shirts, gadgets, games, concert tickets and an iPad. Thanks to programming content, all contests and conversations are in sync with the shows which are being aired on that exact same moment. For example, when one of the main characters on TV ordered a pizza, some of our viewers at home were delivered the same pizza at their door step. When viewers took a picture of the right scene on television and at the right moment, and shared this picture with us, they could win.
Prizes were delivered moments later
The audience used their smartphone and laptop as a second screen. With the #CC24 Launch Party, we set new standards in the field of online, offline and TV cross over campaigns.
The results
#CC24 as Trending Topic for 4 hours
#CC24 as 3rd Most Discussed Topic in 24 hours
Positive sentiment in 32% of all tweets
No negative sentiment measured
Comedy Central #CC24 Facebook and Twitter posts
A 70% increase of TV watchers
Increase of 10.000 viewers after Facebook activation
Engagement increased with 51%
Post reach increased with 193%
