To drive tune-in for the season 2 premiere of TruTV’s Those Who Can’t, Cracked took a traditional branded content campaign and transformed it into a fully-integrated, live experience. This execution took audiences offline to the UCB theater in Los Angeles for a live podcast and extended the event online with both audio and video podcast publications, a thematically aligned custom article and a strategically packaged mix of high impact media and social promotion.
To kick off the campaign, Cracked hosted a live podcast at the world-renowned UCB Theater in Hollywood with special guests Maria Thayer and Andrew Orvedahl of truTV’s Those Who Can’t as well as two real (and anonymous) teachers.
After the event, we extended the campaign digitally, publishing the video to the Cracked YouTube channel and releasing the audio as an episode of the award-winning Cracked Podcast.
For those Cracked fans unable to attend the live event, we gave them the next best thing; a video of the event published on-site, released on the Cracked YouTube channel and posted to the Cracked Facebook page. On-page and ROS high impact media helped drive video views and amplified exposure for the show.
Tying in with the theme of Those Who Can’t and the live podcast, we capped off the campaign with a custom article that celebrated the real-life equivalents of the shows’ hopelessly (and hilariously) flawed characters. The article was promoted both on-site and through Cracked social channels, racking up almost half-a-million views and driving tune-in to season 2 of Those Who Can’t.
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