Each episode sees hand model Erik Thomas Layne (played by actor Erich Lane) cast in an advert with a comedic twist. A spot for jewelry brand Zales shows him lose a diamond ring on a sandy beach, while in an episode featuring Joe’s Crab Shack he is unable to crack a crab leg.
Full episodes are shown on the Handy the Series website, with cut-downs shown on Comedy Central’s TV channel during advertising slots. Comedy Central is also working with Pepsi, Miller, Pringles and McDonald’s on the franchise.
Blending TV and social media
“Our team (Viacom Velocity) has been developing new branded content franchises for Comedy Central, and as we’ve expanded into longer formats, we wanted to bring the content to our linear [TV] screen for fans so that they can experience it as they would through our social touchpoints,” Chris Ficarra, executive vice president of integrated marketing, Viacom Velocity, told CNBC.com via email.
“Our goal is to produce premium branded content that will keep viewers engaged on air and will compel them to share socially.”
Making sure the content is entertaining is a key part of its success, Ficarra added.
“We do a ton of research on our fans and know they don’t mind being marketed to as long as the content is entertaining, so that informs our approach: let’s make them laugh.”
