Oddball Comedy Festival 2014

OBJECTIVES

Extend Holiday Inn Express' use of comedy to communicate brand differentiation and value proposition while increasing loyalty club membership and developing exclusive content.

ENTERTAINMENT 3SIXTY SOLUTIONS

  • Defined Funny or Die's Oddball Comedy Festival as the appropriate channel for large-scale communication of brand attributes through the comedic lens
  • Created and executed brand partnership which included the Express Check-In Line for consumers to get early access to the lawn at shows, Room With a View front row ticket giveaway, fun photo booth, and more
  • Negotiated celebrity partnership with emphasis on recognition and connection to anchor platform of Oddball

RESULTS

  • Marquee partner of Oddball provided high visibility throughout venue which drove traffic to the branded activation
  • Negotiated agreement with Jim Gaffigan for branded entertainment development and sought necessary clearances for content
  • 17,500+ live interactions at on-site activation (8% of total audience)
  • 102,000,000+ total impressions