Comedy Central has launched a new marketing strategy, taking on a more cryptic appearance to promote the May 29 fifth season premiere of Tosh.0. Comedy Central agreed to use this advertising strategy because the show’s host, Daniel Tosh, came to realize that it was a celebration of his fans.
With 3.7 million viewers from the fourth season, 8 million “Likes” on Facebook, and 5.5 million followers on Twitter, Tosh.0 is the highest-rated show on the Comedy Central network, according to The Hollywood Reporter.
The network plans to promote the new season by having recruiters at beaches and parks in New York and Los Angeles over Memorial Day weekend passing out bracelets and pamphlets. They will even go as far as taking over social media sites such as Woven, Buzzfeed, Facebook, and Crave with talk of “Tosh 5.29.”
The network said that the goal of the campaign is to excite fans to the point where they will want to create their own messages, expanding the campaign further.
“When you have a star of this magnitude with fans that are as rabid as his, it really gives you license to go outside the norms of the typical TV campaign,” Executive VP of Marketing for Comedy Central Walter Levitt said.
The campaign also has another interesting twist within it: May 29 is Tosh’s birthday. The Hollywood Reporter noted that the campaign references a clock seen on DanielTosh.Com that is set to expire on Tosh’s 38th birthday, May 29 of 2013.
Check out one of the campaign photos here along with some stand-up from Tosh.
About the Author: Gaining writing experience through my love of comedy and laughter. Constantly looking to make others laugh through my wriiting or crazy antics. Connect with me on Twitter @Rene_Stacey!