The Goal
Create unprecedented buzz for the network launch of Comedy Central utilizing a guerilla event.

The Execution
We counted down the launch as comedian Judy Tenuta descended the flagpole high atop One Times Square in an imitation of the famous New Year’s Eve ball drop. Times Square was filled with millions of on-lookers, and network programming was interrupted with a live broadcast feed. We also created an enormous outdoor billboard sign overhanging One Times Square. “WHERE IS COMEDY CENTRAL?” with five-foot-high block letters was visible from a mile away, while the campaign was supported with wild postings at ground level.

Results Recap
All major broadcast and print media covered the event. The stunt drove unparalleled tune-in to the fledgling network, establishing Comedy Central’s reputation from day one as the new kid on the block.