Webchutney, a part of the Dentsu India Group, has created an online application for Comedy Central’s sitcom Anger Management. Named Destruct-O-Matic, the application is designed to let users vent their frustration. The campaign, which went live in the beginning of January will be promoted through the month on Comedy Central’s website, Facebook and Twitter.
The application lets users exercise their rage in real time on a dummy through multiple fun actions. The user has to log in through Facebook or Twitter and can tag his friends or ‘enemies’, writing a tweet or post about why they are ticked off. Upon any action, a share message amounting to the same is shared on the user’s timeline or Twitter feed.
Ferzad Palia, senior VP and GM, Viacom18 English Entertainment, said, “At Comedy Central, it is our constant endeavour to not only offer our viewers the best of comedy available across the globe but to also provide them with entertainment beyond television. Keeping up with the ever rising interaction levels of our TG in the digital domain, we decided to take the Anger Management experience further. The launch of Destruct-O-Matic will see users venting their anger on digital platforms rather than in public, in a fun, witty and healthy way! I am sure our fans will be absolutely delighted to engage with the ‘Destruct-O-Matic’ and have fun while venting their anger.”
Gurbaksh Singh, creative director, Webchutney, said, “We’ve been exploring the possibilities of open source hardware interfacing with software for a while, but here was a real opportunity to make something really ambitious. Something new that discerning users online haven’t seen. Or even imagined could be possible digitally. The Destruct-o-Matic takes Anger Management right to viewers in a real-time physical activation and actually gets them involved in the show. That’s a beautiful fit.”
According to Dentsu India, the Rage Stats (number of times the bot has been hit) was 8255 (as on 16 Jan), and time spent with Destructomatic on average was five minutes.