With a media darling like James Franco, Comedy Central is not passing up the chance to promote his upcoming Roast using every means at its disposal.
Comedy Central’s audience is known to check in with its online properties first, so the network’s strategy for Monday’s “Roast of James Franco” surrounds live-streaming, an exclusive red carpet pre-show, real-time video and GIFs, and a social media-focused encore airing of the show.
Up until now, both Comedy Central and James Franco have encouraged people to get involved with Franco himself, through “Franco Facts,” exclusive videos and Vines as well as a new 8-bit video game called #FrancoRoast Fight.
It all kicks off with the “#FrancoRoast Red Carpet Pre-Show” on Monday before the main event, hosted by Franco’s grandmother. The pre-show will be streamed on Comedy Central’s site as well as on the CC:Stand-Up app. The Roast begins at 10:00 p.m. that night.
After Monday’s Roast, fans who missed it, or want to watch it all again, can tune in for an encore version at 11:30 p.m. that will highlight social chatter like tweets and Facebook posts on air.
“The Roast of James Franco” also has used Facebook and Twitter effectively in getting small snippets of the show out throughout this week, letting people know its air date, featured comedians, or the sheer number of jokes making fun of Franco hosting the Oscars:
Thinking past Monday’s Roast, Comedy Central on Thursday also released an all-encompassing September Preview promoting not only the Roast but also Jon Stewart’s big return to “The Daily Show” after a summer off, new seasons of “Key and Peele,” and the network’s long-running “South Park.”
Brief Take: Comedy Central’s digital-savvy audience is prepared to watch comedy programming on tablets, apps and online. By making the Roast and new content available anywhere, the network is allowing Millennials and comedy lovers alike to get their comedy anywhere they want, keeping them constantly connected.
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