FunnyOrDie (FoD) in partnership with HBO Home Entertainment worked with Immersive to create awareness and drive consumer engagement with young adults in a 90-day, multi-layered campaign showcasing HBO comedy programming.
Immersive created a UGC contest themed "Let's Go Viral" that called for entrants to submit their funniest Comedy Fetish-themed amateur videos. The online contest awarded the grand prize winner a chance of a lifetime - to produce an original short video with Funny or Die's creative team, which includes Will Ferrell, Judd Apatow, Adam McKay, and Chris Henchy.
For increased engagement we executed a social media campaign incorporating a national scavenger hunt, projected guerilla video advertising on urban buildings and organized street teams to captivate fans, all which garnered mass media exposure and attention.
YouthVine content creators were enlisted and incentivized with exclusive FunnyOrDie gear packages to jump start participation and spread word of mouth in targeted markets.
Word of mouth campaign motivated 3,000 “ow-my-side-hurts” video submissions, engaged 23,000 influencers, and generated over 21 million media views via social media and public relations channels.
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