Produced by Comedy Central, Clusterfest is a three-day festival in San Francisco featuring stand-up, podcasts, music, incredible food and pop-up experiences based on beloved television shows. While Comedy Central has access to massive talent, they have minimal experience producing live events at this scale. Superfly operated as a co-producer and consultant throughout, including marketing.

Goals

Execute social posts prior to and during the festival to maintain excitement and communicate onsite messaging while maintaining brand voice.

Campaign:

Given the nature of a comedy festival (lots of comedic talent and an audience hungry for humor), it’s paramount that communications have the right tone. Clusterfest’s voice is described as ironic, meta, concise, and somewhat absurd.

My role

I advised production teams creating content onsite and wrote all social copy in addition to contributing to push notifications, emails, and website copy.

Results

Year over year, we saw a 26.67% increase in engagements and a 21% increase in reach on Instagram. Posts from the week of the festival had 1.8 million impressions and 52k engagements.