 Comedy Central wanted to communicate the premiere of their extended 24-7 broadcasts in Sweden. So why not let someone watch Comedy Central for 24 uninterrupted hours? We called our two favorite Swedish comedians and put them in a tiny room in front of a TV, then set up a video camera and broadcasted everything live on the Comedy Central website. Their mission? To watch the Comedy Central shows together with the viewers at home, while commenting and engaging with them through social media. There were no funds to rent a TV studio, so we built one ourselves. The comedians were given total freedom, except from sleeping and leaving the room they could do and say anything they wanted, live. The results? Famous top-loggers, the harmonica world champion, rollo derby girls, cheerleaders, a personal trainer, musicians, jugglers, famous podcasters, media personalities, call-ins from celebs, all just for the fun of it. The comedians were in constant contact with the outside world and the comments, questions and creative input came pouring in during the 24 hours through Twitter, Facebook, Instagram, text messages and phone calls. One guy even started broadcasting himself, watching the 24-7 broadcast. With the Comedy Central 24 marathon, we proved the strength of the Comedy Central content in a widely entertaining and engaging way. Got coverage in trade media, newspapers, popular podcasts, major blogs on some of Sweden's largest websites and forums and a live interview on national radio. We reached over 250,000 people through Instagram and 300,000 through Twitter. As a result, our hashtag CC24 top-trended on Twitter in Sweden for over three hours. We increased the visitors to Comedy Central's website by over 500%. And finally, when the TV ratings arrived, it showed that November was the best month ever for Comedy Central in Sweden with an increase in the main target group of 18 to 34 of 118%. Well, the thing is, we're broadcasting live, so it's extremely difficult to put subtitles on a live feed.