Nova was a major media partner of the Melbourne International Comedy Festival for 2013 and I was tasked with creating branded content utilising the access we had to local and international comedians. The most successful branded content I cooked up was Lucky Dip Comedy. Instead of conducting standard interviews during the MICF press day, I gave comedians room to do what they do best - be funny. I created a box of random subjects/questions and then had comedians pick some out and improvise. The result was hilarious and refreshing, with many comedians like Matt Okine, Stephen K Amos and Paul Foot talking about the experience through social media and the MICF inviting us back a week later to do another round. In the end we had videos with over 40 comedians and garnered over 230,000 views on our website during the festival.
