The #SheenRoast Dashboard was Comedy Central's home base for Roast content, which was comprised of a number of different social and interactive components. The "Hot on Twitter" interactive social tracker exposed the night's best tweets, along with updates from fans and talent from the dais. "Share the Burn" helped provide users with hot Roast videos to share socially, immediately after they were seen on the show. Throughout the show, the #SheenRoast hashtag, was displayed on the screen. As each member of the dais took the podium, their Twitter handle was displayed on screen, and throughout the telecast all nine members of the dais were trending topics on Twitter. Comedy Central worked closely with Charlie Sheen and all of the dais talent to make sure they were tweeting during the pre-show and throughout telecast premiere, interacting with the @ComedyCentral account, fans and other members of the dais.The social campaign for the Comedy Central Roast of Charlie Sheen was comprised of a number of components that worked together to help the show pull in 6.4 million total viewers, an 8.7 rating in males 18-24, plus Comedy Central's #1 highest-rated Roast ever and the most watched telecast in network history among P18-49. The integration of the digital elements into the show's production and marketing was instantly apparent: the hashtag #SheenRoast was part of the show's logo as well as an alternate title for the event itself. #SheenRoast appeared on all marketing materials, press releases, tickets to the event and as a part of the step-and-repeat behind the show’s red carpet. The hashtag integration on the network began the day of its announcement, when Comedy Central displayed #SheenRoast on the screen over the next 24 hours of programming. The night of the Roast’s broadcast, the #SheenRoast Dashboard was Comedy Central's home base for Roast content, which was comprised of a number of different social and interactive components. The "Hot on Twitter" interactive social tracker exposed the night's best tweets, along with updates from fans and talent from the dais. "Share the Burn" helped provide users with hot Roast videos immediately after they were seen on the show, and from there, users were encouraged to share them with friends via Facebook and Twitter. Throughout the show, the #SheenRoast hashtag, which was a sponsored topic on Twitter, was displayed on the screen. As each member of the dais took the podium, their Twitter handle was displayed on screen, and throughout the telecast all nine members of the dais were trending topics on Twitter. Comedy Central worked closely with Charlie Sheen and all of the dais talent to make sure they were tweeting during the pre-show and throughout telecast premiere, interacting with the @ComedyCentral account, fans and other members of the dais. In addition to his heavy social interaction, Charlie Sheen rebranded his Twitter, Facebook and YouTube profiles for the Roast, all of which included heavy presence of the #SheenRoast hashtag. The end results of this campaign included #SheenRoast being #1 in all of TV for Social Activity with over 450,000 mentions, plus the Comedy Central website had its largest ever audience on the day of a Roast. There were 249,000 tweets surrounding the Roast on Monday, September 19, and 178,000 mentions of the hashtag #SheenRoast.
