When GEICO came to Comedy Central looking to give fans of our late night game show, @Midnight, an exclusive and unprecedented experience, we wanted to hit our audience on every front; from social platforms to on-air, on-the-ground and online we aimed to bring fans on the East Coast an innovative taste of the show.
Guided by quintessential NY experiences and the GEICO brand message ("If you want to save 15% or more on car insurance, you switch to GEICO, it's what you do "), we thought: tourist or a local--if you're in New York City, you take a cab, it's what you do. You also probably eat a soggy street hot dog and get yelled at by a stranger, but cabs are still near the top of the list when it comes to classic NYC experiences. So in partnership with Geico, we took @Midnight on the road in quite a literal sense with the brand new event, [email protected]
Tapping into the ecosystem of prestige stand-up comedians that our audience expects from @Midnight's roster we turned to fan-favorite @Midnight comic and contestant, Steve Agee, to host the mobile edition of the show. [email protected] was a one-night-only experience that gave lucky riders the chance to compete for the arbitrary points @Midnight is known for and hang out with a comedian they love for the length of a 15-minute cab ride--or generally length of time it would take you to save $500 or more on car insurance by switching to Geico.
Via instagram, twitter and Facebook, Geico, Comedy Central and Steve Agee invited New Yorkers to meet on a random NYC corner to try and hail a ride in this mobile version of @Midnight. At the stroke of midnight fans lined up for a chance to play a special taxi-cab edition of the classic multiple-choice @Midnight game, Rapid Refresh.
As Steve Agee climbed into the "[email protected]" cab with two fan contestants, he slung special NY-themed jokes and trivia as his passengers competed head to head through curated rapid-fire questions. Supported across Geico, Comedy Central and talent's social platforms, the shenanigans were captured in a series of mini episodes that aired as bumpers during @Midnight. Extended rounds of [email protected] lived in a dedicated page on the @Midnight site-let within CC.com for all to play along.
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