The marriage of charitable celebrity and digital promotions
Clients: ACUTEFRUIT (energy drink) SWEET BABY RAY'S (beef jerky)
Comedy Gives Back is a 24-hour live-streaming comedy event that benefits Malaria No More, a nonprofit organization with an aim to rid the world of malaria. 2013’s event took place in 3 countries, with 6 shows spread across Los Angeles, New York City, London, and Sydney. Streaming was facilitated by Daily Motion, the 2nd-highest video-viewing site on the Internet (behind only Youtube)
Dane Cook, Jimmy Kimmel, Iliza Schlesinger, Zach Galifianakis, Retta, Kevin Nealon, Ben Stiller, Elizabeth Banks, Conan O’Brien, Rove McMannus, and many other influencers - helped to promote the event through performances, social media, exclusive videos, skits, and more.
SOTC Multimedia Group integrated ACUTEfruit energy drink, Sweet Baby Ray’s beef jerky, and Bud Light beer into the Los Angeles portion of the event. Integration included prominent placement of the products in all Los Angeles sets, leading to a constant branding throughout 12 hours of the show. During the L.A. evening events, both ACUTEfruit and Sweet Baby Ray’s were strategically placed on-stage – creating association and irreplaceable promotional value for the brands. Influencers, hosts, and the house band interacted with the products, and promoted them without hesitation – as it was all for a good cause.
Celebrity influencers tweeted support to drive awareness in the weeks and days leading up to the 24-hour live streaming event:
Brands were also promoted via in-stream lower-thirds, and additional support came from press releases and social media interaction between the organization and the brands, driving further interest towards the brands. ACUTEfruit created a microsite around the event, incentivizing consumers to donate and get actively involved in ridding the world of malaria!
Comedy Gives Back partners include a who’s who list of online powerhouses from Daily Motion, What’s Trending, College Humor, Comedy Bang Bang, Cracked, Team CoCo (Conan O’Brien), IFC, Earwolf, and more. Press pickups came from New York Times, USA Today, Yahoo!, Laughspin, Variety, and more.
Comedy Gives Back has a slate of 8 major events planned for 2014, including the live fundraiser and partnerships at SXSW, Just for Laughs, Movember, Good Morning America, and more.