Team Coco and the new world of digital marketing Mike | November 15th, 2010

Last May, when Conan O’Brien spoke to an audience at Google, he described his situation as akin to being “a prisoner in a 14th century cell writing little things on a piece of paper and throwing them out the window.” Having been contractually barred from television appearances upon his departure from NBC, Conan was forced to turn from the traditional approach to marketing used by the networks to social media and launched one of the most successful marketing campaigns the web has seen. Those “pieces of paper” Conan referred to? Tweets. The result of his efforts? 1.8 million Team Coco members on Twitter, a massive presence on Facebook, Foursquare, and in the press.

The digital onslaught launched by Conan resulted in the wildly successful, sold-out live “Legally Prohibited From Being Funny On Television” tour this past summer, huge buzz both on- and off-line, and culminated last week with the premiere of his new late-night talk show on TBS.

The marketing effort has been unstoppable and serves as an example of how a company can use it’s own native resources to build audience and market outside of traditional channels. O’Brien and his team of writers, tweeters, and digital media gurus have produced a non-stop stream of content: the Coco-Cam 24 hour live web event; a “miniaturized” version of the first episode that was aired online and consisted of a monologue with just of one joke, a guest list of just one celebrity (who was introduced to the audience and immediately left the stage), and a band composed of one lonely piccolo player. The Flickr and Tumblr pages, the YouTube channel, and the twitter streams became huge online magnets with millions of views.

The show’s first episode aired last week and the digital rollout strategy proved triumphant, reaching a huge audience of 4.2 million viewers, beating both Letterman and Leno in the late-night sweepstakes, and garnering a massive 3.3 million adults in the all-important 18-49 age group. As O’Brien put it to his audience, “I know what you guys are thinking: ‘Hey, it’s the guy from Twitter.'”

From many minds, the perfect design. Post your project today and let the crowd wow you!

Comments are closed.

Join the crowd that's raving about the crowdSPRING Blog

Get our weekly digest of can't-miss content on how to take your brand to the next level.

Creative needs?

We have 200,000 creative professionals ready to help you with custom logo design, web design, or a new company name. Take your project to the crowd!

Click to get started on

Free eBooks

interviews with graphic and web designers

12 Question Interviews with cS designers.
Get it »

contracts for graphic designers

Contracts for designers who hate contracts.
Get it »

contracts for software and website developers

Contracts for software developers who hate contracts. Get it »

Latest tweets

crowdSPRING @crowdspring
Small business tips and tricks: reconciliation hell (or 12,716 ways to spend your weekend)
crowdSPRING @crowdspring
How To Avoid Disaster In Your Small Business Digital Marketing Efforts

About crowdSPRING

Tens of thousands of the world's best and most successful entrepreneurs, businesses, agencies and nonprofits rely on crowdSPRING for affordable and risk-free custom logo design, web design, a new company name or other writing and design services. More than 200,000 designers and writers work on crowdSPRING. We create designs and names people love. 100% guaranteed.

Learn more »
Read previous post:
Twitter Link Roundup #60 – Small Business, Social Media, Design, Copywriting, Marketing And More

Every day on the crowdSPRING Twitter account and on my own Twitter account, I post links to posts or videos...