We imitated the experience of going to stand up comedy gigs – creating events, giving out tickets for you and your friends. You can apply for one of the 9 seats in the front row, and with Google+ Hangouts you can interact directly with the comedian. We created an infinite second row, where people sat comfortably out of the comedians reach with their friends.

The laugh-o-meter calculated donations at the end, proving with data if you had a great time or just a laughed a little bit. The donation is voluntary and you can adjust how much you donated.

Online events is an unexplored behaviour, people plan TV watching or comedy club gigs, but seldom do they attend events online.

Our 4 online pilot gigs showed promising results – 1200 people attended. The equivalent of 3 sold out gigs at London’s Comedy Store. Donations increased throughout the shows as comedians became better at raising money, but the main objective, to create an online event behaviour worked.

The launch film got 130,000 views, 14,000 went to the website and 1200 people attended – almost 1% of all who came in contact with the communications.