Tonight the BING execution premiered on The Daily Show.
In each, a commercial break begins with a direct response ad for Snuggie. After a few seconds, your TV begins fast forwarding, as if it has a mind of its own. It fast forwards through the Snuggie ad, then through spots for Bosley, Cash 4 Gold and some others. Finally, BING pops on screen and introduces itself as the “decision engine” that gets you want you want faster.
Tonight, what you want faster is more Jon Stewart, so we get you right back into The Daily Show. Saving time by fast forwarding you through the pod, we were able to add 2 minutes more to this episode of The Daily Show, and that became an interview with Katie Couric. BING gets credit for giving you exactly what you want, faster.
Here’s how it played out tonight, shot on my TV at home:
Untitled from Ross Martin on Vimeo.
Major props to the team at Comedy Central for pulling it together, our partners at JWT for the execution, Digital Fusion and my guys for the idea to begin with, Generator for putting the deal together with us, and Microsoft.
Next up, CMT, VH1, Nick at Nite and MTV. Here’s the schedule, hope you like:
Thurs June 11: Comedy Central The Daily Show, 11p
Friday June 12: CMT Top 20 Countdown, 11a (reairs Sat/Sun)
Sunday June 14: Nick at Nite George Lopez 10p
Monday June 15: Vh1 Charm School 9p
Wed June 17: MTV The Duel 2 Reunion Special 10p
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