Is A Grand Finale, The New Launch? How LBB Drove Eyeballs To Amazon’s Comicstaan2 With A Stand-Up Experience
Take Away: How do you make customers touch & feel your digital product/online series
Client: Amazon Prime Video
Brief: To deliver an Online to Offline experience to maximise the hype around Comicstaan2.
Platform: LBB (LBB.IN & LBB.IN/App)
The Ask:
When it comes to promoting/launching a TV Show, you usually think of screenings, red carpet launch, media events and alike. Moreover, stand-up comedy shows come with a perception of a performance and nothing more. Amazon Prime Video came to LBB, wanting to create an experience local to each city across Delhi and Mumbai and tap into the everyday people and not just influencers. The ask was to drive home the popularity of the show, thus increasing the viewership for Comicstaan2 right before the Grand Finale.
The Delivery:
Let’s face it, live screenings are way too predictable! Book a theatre or a bar, screen your show, audience turns up, eats the free food and leaves. So we turned the concept upside down on its head. How you ask? Well we turned a promotional event for Comicstaan2 into a game session wherein the attendees became the performers. Not just that, we recreated the space in a way that everywhere you turn, you’d feel like you’re a part of the show already!
Key Elements:
The struggle is real. The show releases, binge-watching begins, social media spoilers are viral & the audience moves on. For OTT platforms keeping the content alive, relevant in the audience’s mind is key. So the strategy was, let’s treat the FINALE like a LAUNCH and let the cycle begin again!
Step 1: Amplification on LBB
Announcement posts on LBB highlighting a fun evening for Comicstaan2 lovers. Maximised registrations on LBB’s web & app by building in a FOMO for the event. In a really fun race against time, we generated 2x the number of registrations promised within 48 hours!
Step 2: Locking in The Talent
To make sure that 100 people are engaged at the same time, it was very important to have a great host! We got stand-up comics, Vijay Yadav and Priyam Saha on board for Delhi and Mumbai resp. who (as expected) left our users in splits. The best part? Comicstaan2 was ready with a surprise: Akash Gupta and Shreeja Chaturvedi in Delhi; and Joel Dsouza & Rohan Gujral in Mumbai. But wait! It doesn’t end there. Mumbai attendees couldn’t contain themselves by the end of it as they saw Biswa Kalyan Rath walking in!
Step 3: Create an interactive experience for users:
The experiences were not about sitting and enjoying jokes, but about becoming a part of the jokes. The attendees played a series of improv games, not only with the host and amongst each other, but also with the comedians — just like the show. And of course, it helped that the winners got gratified by exciting hampers from Amazon Prime Video.
Step 4: Organically generate online shares from the event: From entry desk, wristbands to branded coasters, backdrops, bunting and signages, each element was branded with the blues and yellows of Comicstaan2 & LBB crew decided to add an extra touch, each element had a popular punch-line from the show!
The Result:
- In just a span of less than 4 days, we achieved over 150% of target numbers across LBB and social media channels.
- We delivered 2x of the required footfall in Delhi & Mumbai and an experience that was so great, that the attendees didn’t want the night to end!
Take a look here: https://www.facebook.com/watch/?v=778313985917212
Key Learnings:
- Comedy is never easy: It is always easier to laugh on jokes than on yourself. The key is to design an experience that allows people to let go of their inhibitions and become a part of the jokes. Your hosts & performers are integral to ensuring that people are comfortable being silly in front of strangers.
- Create relatable branding touch-points: As a millennial platform we cannot emphasize this enough, it’s time to go beyond standees and backdrops with brand logos to create touch-points that will generate organic shares and are relatable to your users.
The use of punch-lines on other elements like coasters, posters, wristbands, registration desks etc worked like a charm and before we knew it, it was all over user profiles on Instagram! - Online to Offline to Online:
While reports and digital ratings go up and brands can read comments online, however, contestants from the show got to interact with the fans in a very different capacity than they would at a usual stand-up gig. They realised the virality of their jokes when everyone in the audience started quoting the punch-lines throughout. And the brand took this offline experience to drive users back to online to watch the Grand Finale.
As Akash Gupta the current winner of Comicstaan2 said “we didn’t know so many people are watching Comicstaan2, especially the older generation”.
Note From LBB:
Part of our philosophy at LBB is to offer workable solutions natively with content marketing. If you have a business problem that needs to be solved and you want to reach out to the most exciting audiences across the country, do fill in the form here, and we will get back to you.
