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Ok kids, your challenge is to build an AD supported online comedy brand practically from scratch for the most cynical audience, 18-24yr olds, that are consuming content in a fragmented way; on their mobile phones, niche sites, social networks, blogs, etc. Oh and do this while maintaining the current site. Just call us a fan of Don Quixote and Saint Jude. |
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After doing the usual legwork, surveying the competitive landscape, determining our core offerings, and analyzing our audience behavior, we eventually arrived at our brand beliefs, positioning, and some very scary realizations. It's a REALLY crowded house out there and just serving up general "funny" video content wasn't going to be enough. Why would you watch a video on our site when you could do it on YouTube? That being said we focused our sights (no pun intended) on being a best of breed niche online comedy network that only creates professionally produced shows with supporting editorial content and materials that has an irreverent and provocative sense of humor. By the time we had got our act in order we already had over a 100 acts and with them hundreds of videos/episodes. Say wha? We trimmed this fat down to less than 20 shows that aligned with our core brand beliefs with a short list of up and coming shows. Next we created marketing, site, SEO/SEM, and integrated advertising plans around those core shows/artists. |
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With plans in hand we began redesigning & rethinking EVERYTHING. First came the redesign of the visual brand (see below) which included but not limited to; new colors, typography, motion graphic styles and intros, and tone of copy. Then came the site, which would now allow users to see when new shows were coming up, interact with games based on new shows and episodes, download images, music, and read editorial blog content related to their favorite shows and artists. In conjunction with the site overhaul we began creating event based mini sites for key show launches that would happen every month of the year. Each promotional campaign was supported by an AD buy across sites like the theonion.com and myspace.com. In addition, we ran promotional TV spots on Adult Swim directing people to Super Deluxe on the day of the show launch. Not to be out done, we produced and developed custom creative elements for AD buys on Super Deluxe. Most notably we conceived, sold, and executed a co-branded game for our corporate sponsor Jack Link's. |
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Super Deluxe has become one of the most recognized comedy networks with millions of unique visitors every month. In addition Super Deluxe has received Webby nominations, design awards, and write-ups in The New York Times, Entertainment Weekly, The Onion, and many other publications. Our first promotional mini site was heralded by The New York Post as the "funniest mini site on the web..." and quickly became one of the most popular page(s) on our site. The co-branded game/AD buy for Jack Link's resulted in hundreds of thousands of additional AD revenue for Super Deluxe. |
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