The objective of this campaign was to further bring to life Hotel.com’s concept of #Hatelike. #Hatelike is the secret jealousy you feel when you see your friends ‘gramming their dope vacations. Or it’s that side-eye feeling you have when you know they’re just “doing it for the gram” …But you’re friends after all so you still double-tap and like these posts anyway.
This campaign rolled out as a 2-part custom field segment. The first aired this spring, within the context of a Daily Show field piece in which correspondent Ronny Chieng attempted to reveal the truth behind the insta-famous phonies we love to hate, only to find that an influencers fabulouos hotel.com hotel was actually attainable. Fans rallied around the content sharing the piece around social media where #hateliking is sure to be found, so it made perfect sense to evolve the campaign. The second execution framed up the concept of #hatelike with Desi Lydic as our crusader for earning #hatelikes rather than giving them out. By tapping into Desi’s the trademark journalistic acumen, we put a silly spin on a real-life behavior we all regrettably engage in.
These fast-paced :60 pieces debuted during the premiere and encore airings of The Daily Show with Trevor Noah to record audiences. They were also delivered straight to the source; distributed to highly engaged TDS fans across Comedy Central’s Facebook, YouTube, Instagram and Twitter as well as The Daily Show’s Facebook, where they went viral as fans shared them organically.
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