Comedy Central's 'Workaholics' Get's Personal, Makes Average Joe Part Of Brand Integration

Workaholics

One can imagine a group of guys waiting, waiting, waiting together for one of their names to pop up in the dialogue of Comedy Central's "Workaholics." Then, the utter delirium that follows. The collective roar, the clinking of beer bottles -- the whatever else happens when twentysomethings go berserk together.

To be sure, that is only one possible scenario. Maybe some 60-year-old will be waiting for his name to be called all alone and barely able to stop playing "World of Warcraft."

What is certain is one male Joe Fan will be part of the "Workaholics" script during the new season of the emerging hit this fall. Comedy Central has not released any details and it's not exactly clear in what context. For all we know, one of the characters could take a puff and name the joint after him.

The personal brand integration is the result of a "Shout Me Out" contest Comedy Central held this summer, where people who "Liked" the show on its Facebook page could enter for a chance to get the mention in an episode.

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"That was part of driving the franchise digitally during the hiatus," said Walter Levitt, Comedy Central's executive vice president of marketing, referring to the show's summer break.

The half-hour scripted comedy about three pot-smoking, clueless, oft-nerdy slackers who are particularly fascinated with the male reproductive organ begins its second season Tuesday. The characters are just out of college and work together at a telemarketing firm, while sharing a home (loose term). The show has ample bleeping and makes good use of its 10:30 p.m. spot on cable.

"Workaholics" wrapped its premiere season in June and the network's marketing team went to work swiftly to keep it top of mind and build interest for the second season. With an 18-to-34 male target, online and mobile stunts seemed ripe to bridge the gap.

During replays of the first season's episodes, Comedy Central offered the chance to send a text and receive a link to a clip, which could be forwarded to friends. In a "High Noon" caper, the stars appeared on-air at noon and directed viewers to ComedyCentral.com for preview clips for the new season.

There was also a Tumblr blog that sought to offer behind-the-scenes stuff such as video from the writers' room and photos from the set of season two.

Then around Labor Day, the summer bridgework shifted to an ambitious pre-season promotional effort. The stars of the show hosted the network's programming during the holiday weekend. Banner ads went up on male-targeted Web sites such as CollegeHumor.com and Maxim.com, along with a mobile presence through AdMob. Promos have run on ESPN, including "Monday Night Football."

On Monday, the series no doubt received a boost as the three stars -- Blake Anderson, Anders Holm and Adam DeVine - hosted the pre-show for Comedy Central's "Roast of Charlie Sheen." The show also airs at 10:30 p.m., right behind hit "Tosh.0."

While affiliations with Sheen and the NFL have considerable reach, initiatives such as the Facebook contest and other offbeat gambits in some ways might offer a better hot knife through clutter -- and perhaps selfishly at Comedy Central, tend to get a marketer's juices flowing.

"It's fun when we get our team into a room and brainstorm ideas," said Levitt in a phone interview from Los Angeles, where he was a bit weary after a post-Emmys party Sunday to celebrate "The Daily Show's" success.

Among other unorthodox promotions are a "Workaholics" beer pong tournaments in four markets, where winners get a shot to play the cast in Los Angeles. The stunt is in conjunction with BPong.com, the self-styled "Center of the Beer Pong Universe."

Also, food trucks wrapped with show promotions are cruising the streets of New York and Los Angeles handing out free brownies - "munchies." One promo: "Free Munchies! When You Can't Wait Until 4:20." There is some talk that truck visitors are encountering smoke billowing out. Levitt: "I can't confirm or deny that."

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