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PBS

Make ‘em Laugh

Client

Challenge

Promote PBS’ new program - "Make ‘Em Laugh", a comedy special, on a network not known for comedy.

Insight

Our target was not used to seeing a comedy program from PBS.

Solution

Identify areas where our audience would be most receptive to a comedy message, and make ‘em laugh. With a branded activation, we passed out whoopee cushions after patrons got their tickets at comedy clubs.

Result

  • Program premiered with a 2.9 rating up 263% from average primetime ratings.

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