In order to capture the character of this campaign, we wanted to inspire the originality and humor of creators and fans, and get them to actively participate. We created a 90-day, multi-layered campaign centered around a UGC contest, themed “Let’s Go Viral,” that called for entrants to submit their funniest, comedic amateur videos. The online contest awarded the grand prize winner the chance of a lifetime – to produce an original short video with Funny or Die’s creative team, including Will Ferrell, Judd Apatow, Adam McKay, and Chris Henchy. To drive engagement, we created elaborate scavenger hunts in San Francisco, LA, Chicago, Austin and New York, where thousands of participants per city used social media prompts to

search for an ambassador with a one of a kind Funny Or Die mystery box. Supporting this, we executed a social media campaign where YouTube and Instagram content creators were enlisted and incentivized with exclusive FunnyOrDie gear packages to jump-start participation by word of mouth. On the ground, we deployed strategically-targeted poster advertising, guerilla video advertising projected on urban buildings, and organized street teams to captivate fans, all which garnered mass media exposure and attention. Some highlights include spontaneous guerilla drive-in movie showings, and ambassadors on national campuses and high profile events, like Lollapalooza and the LA Shorts Fest