Tom Rickard.
I recently stood in a heritage listed meat market from the 1800s as 800 people crumpled to the floor in hysterics over a comedy sketch combining Lleyton Hewitt and 9/11. And here’s what it taught me about B2B marketing.
It was an evening of comedic chaos, yet it was the level of concentration that stood out the most. The complete fixation of 1600 eyeballs, all there of their own volition (and on a week night) to witness the thoughtful absurdity that unfolded before us.
As someone with one foot in advertising and the other in comedy, I always struggle to accept the stark realization that, no matter how hard they try, brands will never be as funny as actual comedians.
Brands spend millions vying for those very same eyeballs, trying to make people laugh. But what if the answer isn’t for a brand to be funny, but support funny instead?
While brands know that comedy converts and develops positive brand connections, the pressure ‘to be funny’ can often be paralysing.
They think they need to write the joke, nail the punchline, and make thousands upon thousands laugh within 6 seconds. Or ideally the first 3. Or 1. It's the corporate version of an open mic: high stakes, and the soul-crushing risk of bombing. However in this case the high stakes include a huge media budget and bombing in front of millions. No wonder most brands don't even try.
For those that deem it too risky, to try and fail, all is not lost. Have you ever considered that your brand doesn’t need to be the funny one? It can be just as easy (or in fact, far easier), to simply become a patron of the comedic arts.
Luckily for brands, the supply of sponsorable Australian comedy has never been deeper. From Aaron Chen’s new Netflix special, to Sam Campbell’s take over of the UK, Kitty Flanagan’s TV hot streak or the increasingly global cultural recognition of MICF, it is undeniable that Australia is home to some of the funniest people alive. Beyond the talent, it also has a huge and growing audience with international names selling out arenas and open-mic nights popping up across the country. Comedy nights have moved from the dingy backroom of distracted pubs, to the forefront of a fun night out. The time is ripe with opportunity.
The Way In
How exactly? Look at Don’t Tell Comedy, a live stand up comedy company, for inspiration. Founded in 2017 and now touring 250 cities globally, DTC hosts over 100 weekly shows all across the US and provides brands the perfect opportunity to get in front of belly-chuckling audiences. From partnerships with Dr. Squatch, Monster Energy, and Virgin Voyages, brands are showing up in a way that supports comedy, rather than try to take the stage themselves.
John Ludeke, VP of marketing at Dr Squatch, has described their sponsorship of comedy nights as a brand awareness play. Through its sponsorship of Don’t Tell Comedy Ludeke said, “we are able to create memorable, relatable moments that stick and resonate with people long after the laughs.”
And while the magic that happens in the room during live comedy is something hard to capture, it doesn’t hurt that stand up routines make for great social content. An hour long show can be cut into a cascade of content to keep channels full and followers giggling.
Over the past year, Don’t Tell Comedy’s online content has generated over a billion views across its social platforms and many videos are now sponsored by Dr. Squatch. Their metrics now include video views, engagement and a general increase in awareness and brand love.
So while a recap video or stills from a branded event might be nice to look at, good comedy clips get shared. Being the first in the group to share a solid joke is social currency these days.
Where to Start
Three of the simplest ways to get the ball rolling are:-
Sponsor existing comedy festivals and nights.
Partner with established events like Melbourne International Comedy Festival (MICF), Sydney Comedy Fest, or even the next generation of talent at RAW Comedy. You're aligning with something that already works.
A great local example of this is Specsavers, a brand known for their alignment with comedy, who run their ‘Should've gone to Specsavers' Short Film‘ competition as part of Flickerfest.
Run your own room.
Another avenue is to create your own comedy night. Brands like Kraken Rum and Buddy have assembled their own lineup, branded it, and owned the experience. If the comedy is good, audiences won't care that it's branded, they'll care that they laughed. This is where you can build an ongoing relationship with comedians and audiences, not just rent attention for one night.
The One Night Stand Up
Not ready to commit? Find a local comedy night and see what integration looks like in practice. At Don't Tell Comedy shows, sponsor branding appears on signage and stage, products are sampled at the door, and post-show emails include purchase links. Simple, low-risk, and measurable.
Image by Don't Tell Comedy
The beauty of the above is that they can all be applied to the entire comedy spectrum, whether that be family-friendly laughs at a community picnic or the deeply offensive and unsanitary thoughts percolating in the brain of Australia’s next Rodney Rude. There’s a lane for every brand. Play in the space long enough and you'll find your own comedic voice as well as the talent, writers and performers who can bring value to your comedic presence in your own channels.
Back to the other night. Those 800 people weren't there for a brand message. They were there to laugh. But the brands who were smart enough to get involved with that moment? They got to be part of the memory and have the content to prove it.
Dr. Squatch VP John Ludeke said it best: "Our audience and broad audiences in general are tired of the standard corporate approach and value brands that are authentic and transparent."
Comedy creates connection. Brands that support it don't have to be funny, they just have to show up where funny is happening.
Tom Rickard is Head of Commercial & Executive Producer at Grouse House and Haven’t You Done Well & Grouse House.
Grouse House is the home of Australian alternative comedy. Curated by Aunty Donna, they produce and showcase internet videos, podcasts and live shows as well as connect brands with the next generation of Australian comedians.
HYDW is a comedy-specialist entertainment studio at the intersection of online and traditional entertainment. They turn brands into creators through our direct connection to talent, audience, and in-depth understanding of comedy consumption across all platforms.