April 2, 2014
Comedy Central’s app
Viacom-owned Comedy Central is unveiling its first application that makes its programming mobile, with Corona and Unilever supporting the launch.
Comedy Central already has a number of different mobile apps, but here’s the company’s first foray into packaging up the vast majority of the network’s content into one app. With more cable subscribers opting to observe programs at off times in the course of the day, Comedy Central’s app helps fill in a single piece of the company’s TV Everywhere initiatives.
“We realize this isn’t the primary TV app, but being first wasn’t our objective,” said Ben Hurst, vp of mobile and emerging platforms at Comedy Central, Long island.
“Our goal have been to build an experience, that is uniquely Comedy Central,” he said.
TV catch-up
Comedy Central’s new app packs in roughly 200 shows from the network’s programs.
To watch nearly all of programs, consumers must sign-in with their cable or satellite information, but there are some short clips that each user has access to.
Certain shows, resembling The Daily Show with Jon Stewart, shall be available the day after airing.
Viewers could also dig through Comedy Central’s archives and might share content via social media.
Additionally, if a shopper chooses to prevent a show, the content automatically picks up once they choose to start watching it again.
Comedy Central’s app
The cable network is leveraging its new app to indicate off some new content from two upcoming series. Consumers can be ready to get a sneak peek on the programs “Trip Tank” and “Comedy Underground with Dave Attell.”
Comedy Central’s app also includes snippets of original short-form video.
The Comedy Central app is on the market without spending a dime download in Apple’s App Store.
New advertising opportunities
Unilever and Corona’s involvement with the app includes branding.
For example, one element of the app called “Last Night’s Daily Show” is sponsored by Corona.
Unilever’s Axe ran the same launch campaign with Comedy Central when the network rolled out its CC: Stand-Up mobile app in 2013. As portion of the sponsorship, Axe ran pre-roll video ads in addition to branded videos (see story).
Comedy Central will promote the app through several different mediums.
“From how we focus on it on-air, to how we market new shows, to how we program the network — from today forward, the app becomes part of our DNA,” Mr. Hurst said.
“The app becomes not just a key portion of our mobile strategy, but it surely is likewise a key element of our overall strategy,” he said.
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, Manhattan