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The problem?
The Woodstock Comedy Festival was facing a crisis. In its 4th year, local interest and bottom-line profitability were steadily dropping.
The brief?
Ensure that the 4th Woodstock Comedy Festival didn’t turn into a joke itself, by getting a town full of hippies to care about comedy again. And renew interest in the Woodstock Comedy Festival
The idea?
A 1-day stunt that let locals pay for stuff with jokes, instead of money, at 12 participating locations all around Woodstock. 1 joke = 1 coffee, or pizza, or book, and so on.
We created 360 campaign with a local TV, print and radio, plus social media, custom posters for each participating store and PR. All with the help of our headlining talent, the one and only, Gilbert Gottfried.
Throughout the actual day, we dropped wallets around town. Anyone lucky to find one and pick it up, saw Gilbert Gottfried’s driver’s license, Pay with a Joke currency, and a phone number – that if called, gave you a message of encouragement from Gottfried himself.
The stores all sold out of their free items. Even the comedians themselves got in on the action. And the festival had its most successful year since the beginning
Twitter - joke upload