Poker Beer wanted to bring friends together—and laughter was the perfect excuse.
In the middle of the COVID-19 lockdown, when stress and fear were at an all-time high, they set out to create a shared moment of joy. And what better way to do that than with comedy?
While the client initially leaned toward YouTube for its long-form content behavior, we proposed something different: interactive Facebook Lives.
Why? Because on Facebook, live content isn’t passive—it’s participatory. And that makes all the difference. We turned a typical live stream into a social ecosystem. Around the live shows, we built a full funnel of engagement:
Pre-show: polls, teaser videos, and community questions
During the live: real-time voting and comments that shaped the show
Post-show: recap clips, influencer amplification, and ongoing community engagement
The comedy community in Colombia is massive—but during the pandemic, it had been largely overlooked.
Everyone was streaming music, sharing recipes, or joining yoga lives—but no one was laughing together.
So we challenged some of the country’s top comedians to go head-to-head in a face-off format to crown Colombia’s funniest.
That’s how Hand to Hand was born—Poker’s own live comedy competition. Audiences didn’t just watch. They voted. They reacted. They decided the winners in real time.
Our hypothesis?
Interactivity drives viewership. Why just watch a show when you can be part of it?
And the result?
Poker didn’t just create a show—they created a community-powered experience that made people laugh, connect, and raise a beer together—even in isolation.
