Consumers are seeking entertainment experiences and it is the job of integrated marketing to connect brands to those experiences in an authentic way. Brands see tremendous value integrating content across our platforms (TV, online, mobile, social media, and on-the-ground) to reach key audiences. We look to create branded content that is contextually relevant adding editorial authority to the brand’s positioning and allowing the brand to stand out amongst the competition. When promoting brand integrations on social our teams make an effort to expose fans to the sponsors in a way that isn’t brand or logo excessive as to maintain an authentic voice.

As branded entertainment becomes more prevalent and in demand in the U.S., sponsors are requesting ownership of the content created to use on their owned and operated platforms. It allows sponsors to utilize its content as long as it remains in our video player. Also it was in copyright litigation with YouTube during this campaign – this created certain restrictions with regards to that platform.

Objective:

The campaign mission was to drive fans to the opening weekend of Universal Pictures’ “Ride Along“ starring Kevin Hart, as well as drive audiences to the half-hour television special airing on Comedy Central “Kevin Hart: Serve & Protect,” created to support the film premiere. This customized content supported stand-up comedian Kevin Hart’s transition to a leading role in a film by building momentum among his fan base. Given Kevin Hart’s history with Comedy Central, this was the ideal partnership to reach a mainstream, comedy fans to drive awareness for the film and increase box office sales.

Implementation

Comedy Central produced its first half-hour show to support a film release in over three years, developing a customized concept that translated the film’s themes into original content. Much like the film, where Kevin Hart rides along with co-star Ice Cube, who plays a police officer, the Comedy Central special, Kevin Hart: Serve & Protect, shows Kevin accompanying real public service officers including parking enforcement, security guards and a Los Angeles police officer on three adventures in LA. In each adventure, the public service officers attempt to teach Kevin the ropes, with little success.

“Kevin Hart: Serve & Protect” aired five times the week leading up to the film opening. Comedy Central also scheduled another hour-long stand-up special starring Kevin Hart to air before a showing of Serve & Protect to help capture and hold on to audiences. Over 10 days, 100 promotional spots aired as well as the film trailer running during commercial breaks throughout the half-hour special airings. Comedy Central used its vibrant social media platforms and websites to tease the film and the special including four excerpts on the channel’s YouTube channel.

Comedy Central produced a new half-hour TV special called Serve & Protect with Kevin Hart and created custom promos that aired 100 times leading up to the premiere. For one week the network highlighted the program on the lower third across the programming schedule to increase awareness. The hour long Kevin Hart stand-up program: I’m A Grown Little Man aired before the special to drive tune in from his stand-up fans. Comedy Central also did a full court press on social, directing fans to the special’s YouTube video via YouTube, Twitter, Facebook, Tumblr and Instagram.

“Kevin Hart: Serve & Protect,” which aired on Saturday, January 11th, was the highest-rated show in its time slot in all of cable television in the male demos (M18-49 and M18-34) and ranked #2 with P18-49 and P18-34. The special also received a .87 Nielsen rating among M18-34 and .60 among P18-49. The special was the #1 most tweeted show when it premiered (according to the Nielsen Twitter Ranker) generating over 5,000 twitter mentions during the Saturday night premiere.

The special received a huge digital and social push from Comedy Central across its YouTube, Twitter, Facebook, Tumblr and Instagram assets. The YouTube collection of clips from the show reached over 400K views. Comedy Central also had daily posts on its website driving audiences to watch “Serve & Protect” airings. The campaign was ranked #1 on both SocialGuide’s Nielsen Twitter TV ratings ranker and Cable, Late Fringe, All program/genre types.

With a boost from this unique comedic integration, fans continued laughing with Kevin Hart to theaters supporting his breakout leading role. The movie Ride Along dominated first place at theaters nationwide for over three consecutive weeks bringing in over $145 million in ticket sales.