How BEM Drove 211k Clicks for John Cleese’s Virtual Comedy Event

John Cleese needs no introduction. Deemed “The funniest man alive,” Cleese is widely known as a legendary entertainer. Still, Cleese had never performed a livestream event. Promoter Let’s Talk Entertainment (LTE) had presented Cleese’s in-person performances plus a variety of other inspiring lectures, speakers, and discussions on issues such as social justice, compassion, and acceptance. This past August, LTE and Cleese partnered to produce his first-ever pay-per-view streaming show -- “Why There Is No Hope.”

Challenge: Even though LTE had a well-known performer, they knew this virtual event required marketing expertise to establish and execute a data-driven, global promotional campaign. BEM was a perfect fit based on our track record of successfully supporting comedy and live streams.

Solution: BEM maximized awareness and sales by developing a full-service digital marketing campaign. 

First, we developed advertising campaigns on Facebook, Instagram, YouTube, and Google that sparked interest and motivation among Cleese’s target audiences (e.g., interest-based audiences, engagement-based audiences, and lookalike audiences). BEM created distinctive and powerful ad content to generate significant impressions, engagements, and conversions. 

Additionally, YouTube ads were served as pre-roll content for videos from Monty Python, Mel Brooks, Steve Martin and more. For Google Ads, we strategically bid on a mix of branded keywords and non-branded search terms. We also implemented Display ads that targeted prospects who showed intent for theater tickets or were fans of comedy TV and film.

In an effort to convert incremental ticket sales, BEM helped coordinate, establish, and launch an exclusive ticket package via Groupon. Next, we assisted LTE leverage third-party networks to grow awareness and sales by creating “Partner Activation Kits.” Each Kit featured turnkey social media and email content for John Cleese, the venue, and other partners. BEM developed customized copy and images that third-parties could easily share with their networks via social media and email. 

To further attract and engage potential ticket buyers, BEM developed and maintained a Facebook Event that was co-hosted by LTE, John Cleese, and the venue. We created and published engaging content, special offers, and contests to the Event as well as a variety of social media fan groups.

During the event itself, we provided real-time customer support via social media. This proved vital for those fans having issues with their stream as well as combating social media spam from bots/hackers. 

Results: BEM had an immense impact on the performance of this live stream event. The campaign generated 16.6 million impressions, reached over 1.6 million people, and produced 211k clicks to buy tickets. Fans are still engaging and clicking to purchase the replay, which can be found here: https://www.johncleese-uniquelives.com.

Want to learn more about how to market your livestream? Give BEM a shout! Let’s start with 3 free growth ideas…