Travelocity's Roaming Gnome has found a new locale to investigate. The travel site has partnered with IFC's Comedy Bang! Bang! to sponsor the fake talk show's upcoming Season 5, which will feature in-show integrations and a variety of social elements.
While IFC has had other season-long partners for Comedy Bang! Bang!, including Cheez-It and Volkswagen, "This is the first that has as many custom creative elements across all platforms," said Kim Granito, svp of digital media and integrated marketing for IFC. The Roaming Gnome will appear in-show, as well as various social, billboard and promo tie-ins.
The Roaming Gnome has a featured role on the Season 5 premiere, which airs Friday at 11 p.m., as he tries to help a leprechaun get his gold back from host Scott Aukerman. "It feels seamless to the show," said Granito. IFC posted the episode early online (the Gnome appears at the 12:18 mark).
In addition to the in-show integration, the Roaming Gnome pops up in promos for Comedy Bang! Bang!, including the one below, which features Aukerman and Weird Al Yankovic, who is the new bandleader and co-host.
The Travelocity spokesman will be featured extensively in the show's social platforms. "We have him traveling throughout the many worlds of Comedy Bang! Bang! in a fun social campaign, which we're calling the Gnomies—basically Gnome selfies—and we have them appearing everywhere" on set, including Yankovic's music station (see below), said Granito. "So it keeps viewers guessing all season long."
Aukerman will also be including the Roaming Gnome in live-reads on episodes of his Comedy Bang! Bang! podcast that will be released in tandem with the new episodes.
"This show is perfect for these absurd, over the top integrations. It's the type of thing that you would not be able to find in the world of Game of Thrones. The comedy genre really lends itself to something like putting a gnome in it," said Granito.