Challenge

Drive views to the full length Year in Search feature film by embedding it into cultural conversations.

Solution

Late Night has served as a can’t miss for any celebrity hawking their latest film or project.  It’s proved a platform that offers relevant year-ending conversation with a heavy dose of humour, to soften what can sometimes be a heart-felt piece of creative. 

Google’s annual Year in Search film took a metaphorical seat on The Late Night circuit, to help audiences understand this year’s theme of ‘healing’. 

We partnered with two major networks, ViacomCBS (now Paramount) and Disney to leverage Jimmy Kimmel Live, The Late Show with Stephen Colbert, The Late Late Show with James Corden and The Daily Show with Trevor Noah - to create 4x custom segments where YiS’ topic was integrated into each Host’s monologue, that stitched-in the full creative. 

Through custom in-show segments, & digital amplification, each Late Night host reflected on their year whilst showcasing the film to viewers.  The x-channel media strategy allowed us to roadblock 4x Late Night shows in a burst approach, with digital designed to capitalise on recap social viewing.