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11. The Con Zone

November 17, 2010

Conan O’brien may have lost his job as the host of NBC’s Tonight Show, but his brand and popularity have never been stronger. The controversy over Jay Leno taking back the tonight show only eight months after gifting it to Conan has caused Conan fans to band together behind the red-headed talk show host.  Conan’s friend Tom Hanks deemed the cohorts “Team Coco “. Thanks to Team Coco and a savvy internet advertising campaign, Conan is a brand backed by a cultural movement.

Conan’s campaign used a litany of tactics to align the brand with the Team Coco movement. The campaign featured a 24-hour “Conan” blimp, a 24-hour “Coco Cam”, which showed a 24-hour look behind the scenes of Conan, a prelaunch web episode that streamed live on Facebook, Youtube and teamcoco.com and a comedy tour that sold out instantly.

Conan now has 1.8 million twitter follows, over 1million Facebook likes and this premier show on TBS had 4.2 million viewers. The simply titled “Conan” is rivaling Late Night with David Letterman and the Tonight Show with Jay Leno in ratings despite the disadvantage to being on cable instead of a major network.

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