FunnyOrDie x HBO
Driving viewership and engagement for
Strategy and Solution
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
Our “Let’s Go Viral” campaign generated over 21 million earned media views, via social media and public relations channels, engaged 30 comedy influencers, reached 23,000 through experiential activations, and motivated 3,000 “ow-my-side-hurts” video submissions from creators and fans.
The campaign led by Engage Co. enhanced our relationship with young adult fans nationwide, resulting in over 3,000 original video submissions and generating millions of social and traditional media impressions in a short period of time. Gregg Witt and his team took the time to understand our goals and know how to read between the lines when it comes to reaching youthful audiences and maintaining brand authenticity. I highly recommend them