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DR: SECOND SCREEN OR

HOW COMEDY CENTRAL LEARNED TO STOP WORRYING AND LEARNED TO ENGAGE FANS ON ALL PLATFORMS

MORE THAN TV

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THESE GUYS

MARKETING FUNNEL

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Awareness  

Interest  

Affinity  

Intent  

Viewership  

Surveys  

Ra.ngs  

Awareness  

Interest  

Affinity  

Intent  

Viewership  

Engagement  

Advocacy  

Likes/Followers  Search/Streams  

Social  Affinity  

Surveys  Sen.ment  

Ra.ngs  

Comments/Shares  Tweets/Streams  

Content  Crea.on      Shares  

Surveys  Impressions  Social  Buzz  

•  Who è M 18-34 •  What è Basic TV

Show/Tune-In •  When è “Heavy Up”

before premiere •  Where è TV, Outdoor,

Billboards, Websites •  How è Buy Media

TV SHOW FRANCHISE •  Who  è    person  in  demo  with  

data  discovered  affinity  •  What  è  TV  Show,  Web  Site,  

Apps,  Tours  etc  •  When  è    365  Days  A  Year.  24  

hours  a  day  •  Where  èTV,  Billboards,  Web,  

Phone,  Radio,  Social  Networks  •  How  è  Content  Experiences  

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A LITTANY OF TOOLS

PUTTING THE DOTS OUT THERE

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FANS IN ACTION

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SPOT TIMELINE

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•  3:17 EST è Spot Airs in DC •  3:17:01 EST è First Tweets •  3:17:02 EST è Comedy Central Interacts with fans •  3:18 EST è Clip is set Live on Facebook, YouTube,

Twitter •  3:20 è Ads are turned on on Facebook, Twitter •  3:45 è Blogs posts about Ad start to appear

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HYPER DISTRIBUTION

REAL TIME MARKETING

FACEBOOK TRENDS

DUMB STARBUCKS

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NEW PLATFORMS

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KEY TAKEAWAYS •  THINK BIGGER

•  INVEST IN LISTENING •  BE NIMBLE •  ACKNOWLEDGE & ENCOURAGE