Date launched
April 2007
Target audience
Skews slightly young, slightly male and slightly wealthy
Key competitors
CollegeHumor, Comedy Central, National Banana, Atom Entertainment
Online video niche
FunnyorDie offers both exclusive original and user-generated content. The site is the first product of the Or Die Network, which continues to release a variety of celebrity-anchored websites.
Distinguishing features
All Or Die Network sites offer visitors the ability to vote on videos. Votes categorize videos as Chosen Ones, Immortals, Walking Tall, Kinda Cute, or Uh-Oh, in decreasing order of popularity. Videos with the fewest views and lowest approvals are sentenced to death in The Crypt (hence the name: Funny or Die).
FunnyorDie reported an average of 3 million viewers per month in the fourth quarter of 2007; the average visitor stayed five minutes, according to the company.
Types of ad campaigns
Or Die Network ad programs include banner ads, webisode sponsorships, skins and roadblocks, and in-video programs. The company also offers custom-ad programs including creation, production, and promotion of video, and in-video product placement.
Current or previous advertisers include:
Sony Pictures, ABC and the CW
FYI
FunnyorDie is the brainchild of Gary Sanchez Productions and is anchored by Will Ferrell, Adam McKay and Judd Apatow. In November, TV Guide named FunnyorDie the Best Comedy Site on the web.
In October, the Or Die Network launched ShredorDie, which features action sports videos, with an emphasis on skate, snow, surfing, BMX, motocross and action-sports culture. Overseen by site cofounder and skateboarding legend Tony Hawk, ShredorDie adheres to the same video ranking system as its older sibling. A month after ShredorDie came on the scene, BlueCollarorDie arrived to capitalize on the previous efforts of Larry The Cable Guy, Jeff Foxworthy and Bill Engvall.