CASE STUDY: @MIDNIGHT
In the fall of 2013, I was given the creative lead on launching a potential addition to Comedy Central's late night dominance: @midnight. It was going to be a younger-skewing quasi-game show airing four nights a week after the late night behemoth Daily Show / Colbert Report combo. The format of the show was still being worked out when I started coming up with marketing ideas and strategies (both for linear television and digital outreach).
Under my direction, we were able to create enough interest and audience to make the show a bona fide phenomenon, and a key ratings success story for the year. @midnight is a unique television show that it straddles both traditional television and social media extremely elegantly (the name of the show is both its twitter handle and what time it airs, for example), and so it was crucial to my promotion strategy to come up with a way to innovate our approach so that we could make an impact across many platforms simultaneously. My team and I pioneered some new ways to "gamify" twitter and tweeting to reflect the spirit of the show, and when those ideas caught on, I led efforts to take the outreach further into the area of mobile gaming. Below are a few of the spots we made for the launch, plus some of the thinking behind them and some of the plans I was making towards the @midnight mobile game.