In an effort to make Monday night’s Comedy Central Roast of Justin Bieber hit a new stratosphere in viral universe, the network is teaming up with Whipclip, a new app that allows viewers to create and share video clips from their favorite shows. Whipclip users can clip and disseminate customized snippets from the Bieber roast without resorting to shooting shaky iPhone footage of their TV screens or other bootleg captures. In the interest of preserving the structural integrity of the two-hour telecast, Comedy Central has put a 30-second cap on each clip. Upon selecting a favorite sliver of the roast, users may immediately post their clip to all the major socials including Facebook, Twitter, Instagram and Tumblr. The app also allows for instantaneous transmission via text. Along with Comedy Central, Whipclip has agreements in place with ABC, CBS, and Fox as well as cablers A&E, Lifetime, truTV, and VH1. “The roast has a long history of innovating in the social-media space, and we love that this app will let fans pick their favorite moments from the night and share them with their friends in real time,” said Walter Levitt, chief marketing officer, Comedy Central. “This is already one of the most social moments of 2015 and we expect Monday night will be just crazy.”
Since Bieber’s participation in the roasting arena was first announced in January, he’s generated nearly 4 billion social-media impressions. That’s 4 BILLION. As part of a side deal with Whipclip, the singer will post a representative snippet of his roast appearance on his various digital extensions. If Whipclip catches on, it could help TV networks find an audience that is all but impervious to traditional on-air promos. There’s also an algorithm in the mix that will identify viewer preferences based on past captures, which in turn could serve as a precursor to a targeted ad-delivery wrinkle. “Once we start to learn what you like … instead of a promoted tweet you’ll get a promoted Whip, a really cool 30-second spot that’s relevant to your demonstrated preferences,” said Whipclip Chairman-CEO Rich Rosenblatt. “That’s something you can expect to see after we start generating traffic.” I guess it’s officially time to get rid of your rotary phones.