“LOL, you laugh or you’re out!” is one of the most successful shows in the Prime Video catalog. The concept is simple: 10 actors and comedians are locked in a room for 6 hours with just one instruction…if they laugh, they have to leave the show.

The series very quickly became a cultural phenomenon in France and several other countries around the world. And it was by reading the conversations on social media that we realized that many people were frustrated because they couldn’t try out the difficulty of the show themselves. Watching it on screen was obviously not the same. So for the launch of season 3, we decided to take things a step further and let people test the LOL experience for real.

To launch the 3rd season, we applied the only rule of the show to the main event: the premiere.

Introducing: The Impossible Premiere by LOL, qui rit, sort !

The projection had one condition : if you laugh, you’re out.

Even if you had millions of followers, millions of likes or if you were a really important journalist: the game is the game and only the strongest made it to the end.

An interactive live experience made possible by dozens of cameras targeted at the spectators. After each episode, the light of the people who’d laughed turned red and they were escorted out by security. At the end, it may well have been the emptiest premiere ever, making it the subject of many conversations!

“LOL, you laugh or you’re out!” is the most popular show in the Prime Video catalog.

This is understandable as it is very mainstream, with no specific target audience. Everyone can identify with LOL thanks to its XXL casting appealing to French people from all walks of life. So rather than use social media to focus on each of the target groups one by one with different content, we decided to create a physical event that was suitably diverse to attract fans, influencers and journalists from all backgrounds. They promoted the event themselves, by sharing it with their communities. Choosing experiential marketing with this interactive event was also a good way of giving them what they wanted (to play LOL for real) and of increasing their consideration for the show, and therefore their engagement and conversations on social media.

The event took place in Paris on Monday 6th March 2023, four days before the official launch of the 3rd season of LOL. Tickets were available via competitions respecting the same rules (no laughing) on the Prime Video social media channels. The other seats were attributed to various influencers and journalists from all different horizons in order to reach the biggest target audience possible, just like the show itself.

The 3rd Season of “LOL, you laugh or you’re out!” is currently the most watched show in the Prime Video France catalog.

The Impossible Premiere was the number 1 Trending Topic on Twitter the evening of the event.

Global shares (stories, posts, etc) of the event recorded a total of 25 million impressions, mainly on TikTok.

The success of the Impossible Premiere was so great that another edition has already been ordered…