In addition to this, we created funny and innovative ‘opticals’. There are micro spots that play out in the 1 second blacks between on-air trailers. The idea was to intrigue viewers so they would pause live tv to read them. Fans reacted immediately by photographing their tv screens and sharing them on Twitter. Overall, the campaign enabled Comedy Central to maintain, and in most cases, outperform expected viewing targets for all key shows that aired during the World Cup.