Oddball Comedy Festival 2014


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


  • 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


  • 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