Comedy Central: Awkwafina is Nora from Queens

Comedy Central, a cable TV channel, increased online interaction and promoted its new show among US consumers by airing the first episode for free on YouTube and creating specially-tailored promo videos.

Campaign details

Brand: Comedy Central Advertiser: Viacom, Comedy Partners Country: US

Background and context

With a crowded entertainment and cable landscape, Comedy Central created this campaign knowing that their target audience, millennials, consume a lot of content digitally. They aimed to create buzz on social media around the first episode of their new show, to drive their audience to consume the rest of the series on linear cable, as well as grow their online audience engagement. Additionally, they knew it was imperative to build awareness for the show by allowing non-cable subscribers to sample as much of the show as possible for free on YouTube.

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