Comedy Central created conversations around Suits through a “Suits challenge”To capitalize on the show’s wide appeal and provide a refresher to audiences before the second season

1. BRAND NAME : COMEDY CENTRAL
AGENCY NAME : VIACOM18

2. Suits Season 2 FB App:
Are You a Real Suitor?

3. Brand and communication objectives:
• Promoting television shows - be it reality or drama or even comedy
for that matter - is really serious business.
• Especially in a cluttered television space that is vying for audiences
glued to their favourite programs.
• Viacom18 owned Comedy Central India, the Indian version of
Comedy Central devoted to catering to our constant need to
laugh, launched a social media game for the second season of its
legal comedy drama series „Suits‟.

4. The objectives were twofold:
• To capitalize on the show‟s wide appeal and provide a refresher to
audiences before the second season
• To drive eyeballs to the latest episodes of the show

5. TARGENT AUDIENCE :
Information on Demographics and Psychographics of intended target
audience
Comedy Central reaches an affluent, internet savvy audience. The
average viewer is a working professional whose television viewing
time is fairly limited.

6. Campaign Details
How we achieved our outcome, including creative & media
communication strategies and execution?

7. • Comedy Central created conversations around Suits through a “Suits
challenge”. It tested die-hard fans of the show to find out if they have what
it takes to be a real Suitor.
• It used an innovative approach of creating a treasure hunt across the web.
Fans needed to hunt for clues across social media – spanning Comedy
Central‟s gamut of properties – Facebook, Twitter, Pinterest and YouTube.
• Fans needed to watch a video on YouTube to complete a quote, find a hint
on Pinterest image board or tweet with a hashtag #IfIWereJessica to
@comedycentralin. In true Comedy Central spirit fans also needed to
research funny laws and odd facts to complete the game.

8. • The game consisted of six levels and with six questions around the six
key characters thereby increasing familiarity and recall.
Participation was further incentivized with exclusive custom made
Suits merchandise.
• The game was marketed through a mix of television and on-line
promotions. And the fans loved it. Over 50,000 participants signed
up to test their “Suits Quotient” giving us 308,000 page views and
199,160 unique views. A fairly healthy bounce rate of 30% proved
that audiences were engaging with the content.

11. Results
• Comedy Central used a unique technology of weaving different
social media platforms into a single game creating a truly platform
agnostic experience. The application was integrated with
Facebook and Twitter allowing fans to sign in and post and tweet
without leaving the gaming interface.
• Another tricky element from a technology point of view was
creating the mechanics of a Treasure Hunt. Fans could only move
forward if each question was answered correctly. While they could
keep trying again and again they were only eligible to win if they
got all the questions right in their first try.

12. • This means that the backend needed to differentiate between users
with single tries and users with multiple tries and throw up a unique
“result page” for each category. This fed back into the campaign
strategy of separating the true Suits fans from the others, while still
keeping all participants engaged up to the end.
• The final question - did this campaign succeed in driving audiences
to Suits Season 2? The answer is a resounding yes. Social media
conversations around the show increased and the show
hashtag #SuitsS2onCC trended in India.