OBJECTIVE

For the premiere of the new TBS show, The Misery Index (starring TruTV’s Impractical Jokers and Jameela Jamil), The Syndicate took the misery out of New Yorkers by surprising and delighting them with the greatest reward - a misery index of 0.

EXECUTION

We turned NYC’s misery into fun, while capturing the essence of the game that inspired the show. We created two unique, buzzworthy stunts:

• We kept Times Square pedestrians dry by handing out thousands of free branded yellow ponchos on the rainiest days leading up to the premiere

• We turned New York Comic Con into a huge game of The Misery Index with BINGO cards that let attendees turn the most miserable parts of the conference into opportunities to play, share, and win.

IMPACT

• More than 300,000 impressions from attendees at NYCC

• Distributed 3,000 branded bingo playing cards at NYCC

• Distributed 5,000 branded rain ponchos in Times Square

• NYCC distributed 85,000 printed guides with the The Misery Index ad placement