Comedy Central bullish on outdoor for ‘Hot in Cleveland’

Comedy Central has launched an aggressive marketing campaign across various platforms to create buzz around its latest show ‘Hot in Cleveland’.

As part of the marketing strategy, the channel would be focusing more on the outdoor medium, with 80 per cent of the overall spends earmarked for outdoor campaigns and the remaining 20 per cent for on-ground integrations.

Justifying the outdoor spends, Ferzad Palia, Senior VP and GM, English Entertainment, Viacom18 Media, said, “We believe that outdoor as a medium worked very well for us during our launch and helps us reach out to a broader audience.”

As part of the on-ground promotions, Comedy Central has tied up with Rubys and has created some special ‘Hot in Cleveland’ drinks like Mango Margarita, Appletini, Watermelon Fizz and Ruby Coolers. The drinks are specially prepared keeping in mind the tastes of women. The channel has also tied up with Café Coffee Day, wherein the most sold coffee, cappuccino, will be branded as ‘Hot in Cleveland Coffee’ all through the months of July and August. If one is 40 plus, she could pamper herself and avail the special Hot In Cleveland package at Juice salons across Mumbai.

Comedy Central has also partnered with Airtel DTH, which will play promos on the default channel for 10 days, besides pop-ups and SMS campaigns. Inox will have promo stills during the interval, while Book My Show, In.com and Crossword will actively promote the show over the next month through contests and other innovative branding.

Besides, ‘Hot in Cleveland’, Comedy Central has also recently launched six new shows – ‘3rd Rock from the Sun’, ‘Archer’, ‘Happily Divorced’, ‘The IT Crowd’, ‘Key & Peele’ and ‘Doogie Howser’. A campaign was created to promote the fresh programming line-up with the thought being ‘The second most loved word in Comedy: Fresh’.