Comedy Central makes 'Daily' highlights

Show recap widget available for social nets, blogs

By Brian Morrissey, Adweek

Nov 4, 2009, 03:01 PM ET

Comedy Central is providing a new option for those who missed the previous night's "Daily Show" program: catch up on Facebook.

The MTV Networks channel has rolled out a "Daily Show" widget that can be posted to Facebook, MySpace, blogs and elsewhere on the Web. It carries a minute-long recap of the previous night's show. The idea is to spread the clips throughout the Internet, rather than force users to come to TheDailyShow.com.

"It extends the overall experience," said Craig Goodfriend, vp of digital advertising for MTVN's entertainment group. "It's not just one person watching 'The Daily Show' in 60 seconds."

"The Daily Show" in 60 Seconds widget follows a similar shareable highlights reel Comedy Central rolled out for "The Colbert Report."

Jameson has signed up as the first sponsor for "The Daily Show" widget. It will get branding on the widget, noting the clips are brought to viewers by the whiskey, followed by a 15- or 30-second post-roll ad from the brand.

"We wanted to do something that was portable and stepped out of the normal," said Frankie Pezzella, senior brand manager at Jameson.

Jameson media shop Carat and creative agency TBWA worked on the Jameson campaign. Clearspring built the widget.

Comedy Central will use promotional time during "The Daily Show" to advertise the widget, which users can download from "The Daily Show" Web site starting this week.

Comedy Central makes 'Daily' highlights

Show recap widget available for social nets, blogs

By Brian Morrissey, Adweek

Nov 4, 2009, 03:01 PM ET