Full Frontal host Samantha Bee made the most of her 5-minute segment during the Turner upfront, unveiling a mobile game aimed at stimulating voter turnout in the mid-term elections and getting off rapid-fire shots at an array of consumer brands.
“I don’t just make a weekly TV show where I shriek my feelings about senators in a studio full of New Jersey tourists,” she said. “We are so much more than that.” In keeping with brand extensions like the show’s Not the White House Correspondents’ Dinner event last spring, or a recent location shoot in Puerto Rico, she said the game represented a prime opportunity for advertisers.
“Full Frontal is going to gamify this bitch of an election with a mobile game. It is called This is Not a Game: The Game,” she announced. “It might be the biggest, dumbest, most ambitious thing that we have ever arm-barred [Turner boss] Kevin Reilly into agreeing to.” The game will feature trivia questions and meet-ups to connect voters and social and digital content, all of it integrated with the linear show.
“That, my friends, is where you come in,” she told advertisers in the audience. “This is Not a Game: The Game, sponsored by Archer-Daniels-Midland. It just rolls off the tongue!” That set off a spree of hypothetical sponsors, complete with illustrations on the big screen behind her. “AXE Body Spray … I will wear your stinky product and people will be able to smell my pheromones through the TV!” she said. “Jell-O, you guys are looking for a new sponsor, right?” As the crowd caught the Bill Cosby reference, it laughed heartily.
“What, helping your country while marketing to a bunch of affluent 18-to-24-year-olds? Did I just hear the sound of 300 rock-hard boners hitting the lighting grid at the Theatre at Madison Square Garden?” Bee howled.
The game is non-partisan, Bee stressed. “I don’t care what your political fetish is,” she said. “Demo-crap, Republi-can’t, cuck-servative. We all need to vote before a Russian hacker does it for us.”