Magazine article ADWEEK

The Daily Show Presents: The Donald J. Trump Presidential Twitter Library: BRAND: COMEDY CENTRAL: Agency: In-House

Magazine article ADWEEK

The Daily Show Presents: The Donald J. Trump Presidential Twitter Library: BRAND: COMEDY CENTRAL: Agency: In-House

Article excerpt

It's unusual for experiential activations to pop up multiple times, let alone six times in three years. But then again, there's nothing usual about The Daily Show Presents: The Donald J. Trump Presidential Twitter Library, which Comedy Central has brought to life in New York, Los Angeles, Miami, Chicago, San Francisco and, most recently, Austin, Texas, for the South by Southwest festival this past March. The network has been able to bring in crowds so big that the line to get into the library lasts hours and hours each time.

The brainchild of The Daily Show writing staff, the activation is the show's "unique editorial spin" on President Donald Trump's tweets, explains Silverman. "The Daily Show came to us and said, 'One day President Trump's going to have a presidential library, but it's probably going to be filled with all his tweets. Wouldn't it be funny if we created that now and made it an experience?' And I just loved the idea," says Silverman, noting that the activation has scored hundreds of thousands of mentions on social, tens of millions of views of the content created for it and various awards. …

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