Not enough people talk about the good the president is doing—like providing abundant comic fodder for a hilarious experiential activation by Comedy Central. The network’s Donald J. Trump Presidential Library was so clever and on point, it landed the Comedy Central the coveted Experiential Brand of the Year honor in our first-ever Adweek Experiential Awards and helped propel Emily Albertson to the Rising Star award. All hail.
Experiential Brand of the Year:
When it comes to experiential marketing, networks have an advantage over other brands: They’ve got entertainment properties with massive fan bases already vying for ways to connect with their favorite shows. But Comedy Central has gone above and beyond the typical network experiential fare, from creating a unique pop-up experience for fans of The Daily Show across multiple cities over the course of three years to bringing to life the world of South Park.
For Comedy Central, it comes down to creating something authentic and unique to fit each show’s voice. “We strongly believe that experiential marketing is a really important piece of the puzzle when it comes to promoting our shows,” says Shawn Silverman, svp, brand marketing, Comedy Central, Paramount Network and TV Land. “It’s disruptive. It stands out from your standard media campaign. Beyond that, it’s really important to give back to the fans, to give fans the opportunity to step into the world of their favorite shows and to become a part of it and get up close and personal.”
Experiential Rising Star of the Year:
Emily Albertson, senior manager of brand marketing and events at Comedy Central, works with the creative teams behind programs like South Park and The Daily Show to give fans something special—and in the process has scored Comedy Central recognition like the Cannes Lions Grand Prix (for Best Outdoor Experience) and the 2017 New York City Pride Best Float Award (for Broad City).
“Everyone who works with Emily has gone out of their way to tell me how much they enjoy working with her,” says Shawn Silverman, svp of brand marketing for Comedy Central, Paramount Network and TV Land. “[They say] that her eye and attention to detail help make sure that everything on the ground runs smoothly.”
Silverman notes that Albertson, who has been with the network for only two years, was instrumental in putting together The Daily Show Presents: The Donald J. Trump Presidential Twitter Library, winner of multiple Adweek Experiential Awards honors. (Check out the full list of Adweek Experiential Award winners.)
“I am so fortunate to be part of the collaborative team that brings experiential ideas to life from such iconic Comedy Central franchises,” says Albertson. “As a fan myself, having the ability to connect other fans with these immersive experiences and seeing firsthand the joy as they step into the worlds of their favorite shows is a dream come true.”