Arena BLM and its digital division BLM Quantum have won the integrated media planning and buying account for internet-only channel Comedy Demon. The activity breaks this week and will run across TV, radio, online and outdoor until the end of the year.
Comedy Demon, which is owned by RDF Media Group and launched earlier this month, is the first consumer content business from RDF Digital, the independent producer’s digital arm. It features comedy shows including Peep Show, Dad’s Army and The Catherine Tate Show, as well as stand-up and exclusive online-only content.
Arena BLM has been given a brief to drive awareness of the Comedy Demon brand and directing the target audience of young, upmarket, web-savvy, male comedy-lovers to the site, www.comedydemon.com.
In addition, cable and satellite TV channel Dave is the wesite’s exclusive TV partner and will cross promote the brand. Xfm has created a bespoke “Comedy Minute” slot using Comedy Demon content, which will air at the same time every day for two months.
Online activity includes display ads on Facebook with newsfeed adverts targeting comedy users. There will also be display advertising on YouTube around its comedy channel, and a paid-for search campaign.
Comedy Demon has also commissioned a series of “pop up” gigs across cities including London, Manchester and Bristol, where comedy acts will make impromptu appearances at pubs, which will be filmed and seeded online to generate word-of-mouth. Advertising has been created by PS London and Cunning is handling the experiential.