TBS' The Last O.G. Does Good With the Network's Largest ‘Pro-Social’ Campaign for a Scripted Series
Thursday, July 12, 2018
TBS' The Last O.G. Does Good With the Network's Largest ‘Pro-Social’ Campaign for a Scripted Series
TBS Pioneers New Model of Direct-to-Consumer Experience, Inspiring “Second Chances” with Related, Impact-Driven Orgs for Local NYC Communities and Beyond
Tracy Morgan Revisits & Reinvests in Neighborhood Roots
BROOKLYN, NY - APRIL 17, 2018 Tracy Morgan attends the TBS' The Last O.G. Basketball Court Ribbon-Cutting Ceremony at Marcy Playground on April 17, 2018 in New York City. (Photo by Bryan Bedder/Getty Images for TBS)
LOS ANGELES, JULY 2, 2018 -- The Last O.G. continues to be a breakout success since the series’ debut on the #1 comedy network that set a new record as cable’s biggest comedy premiere since 2015. Additionally, the network’s newest original became 2018’s #1 cable comedy show among all cable comedies this year, reaching a multiplatform audience of more than 42 million viewers across TBS’ linear, digital, mobile and on-demand platforms. In the backdrop of both its audience and critical acclaim and ongoing ratings success, the network also quietly won big with The Last O.G., by pioneering a new direct-to-consumer marketing model with ‘social good’ driven initiatives. The innovative campaign, initially kicked off in November 2017, spanned the entire on-air run of the series and ‘gave back’ directly to local communities, while setting another record as TBS’ biggest ‘pro-social’ marketing campaign for a scripted series.
TBS collaborated with several greater New York City area organizations including, The Fortune Society, Greyston Bakery, STATE, NYC Parks & Rec and the New York Housing Authority to directly and more organically connect with the communities they serve, while raising awareness and highlighting the timely, culturally and socially relevant themes surfaced by the show. The ‘for good’ organizations were not only selected due to their proximity to and ongoing work in the real life NYC-based communities represented in The Last O.G., but also based on personal connections bridged on behalf of TBS by Mirrorball, one of the network’s campaign agency partners, and the series' director Jorma Taccone. Leveraging the show’s core theme of ‘second chances’ the ‘social-good’ driven marketing activations deepened authenticity and impact of the activations between the network, the series (including cast and production team members) and partner organizations to create the largest social impact possible for the local communities and beyond.
Brooklyn resident and "The Last O.G." director Jorma Taccone and Tracy Morgan enjoying a moment during STATE's 'Bag Drop' at the Brooklyn Collective School.
“A key theme of The Last O.G. is centered around ‘second chances’ and that has found its way into every facet of our campaign. Instead of buying traditional media such as billboards, we instead made personal connections to consumers with refurbished basketball courts featuring artwork that markets the show and gives back to the community,” said Melissa Chambless, senior vice president of brand marketing for TBS and TNT. “We were proud to partner with impact-driven organizations to bring ‘second chances’ to the citizens of Brooklyn in the neighborhood that brought inspiration to the series.”
In addition to being well-received by the local communities, enthusiasm for The Last O.G.’s pro-social initiatives extended to social media, including Twitter that generated 15 million impressions. Attendees and fans expressed excitement about the series overall and support for each of the four ‘pro-social’ marketing partners using #TheLastOG hashtag to further drive awareness of the causes and related promo events.
On June 15, 2018 Tracy Morgan toured The Fortune Society's headquarters in Long Island City to learn more about its holistic re-entry services model and advocacy efforts to reform the criminal justice system. Tracy was joined by Greyston Bakery's Dion Drew and Cultural Development Manager, Karen Tumelty and STATE co-founder Scot Tatelman (pictured below in bottom right photo) who also gave back by organizing a scaled down surprise 'Bag Drop' for clients during the tour of the organization.
TBS’ Last O.G. ‘Pro-Social’ Marketing initiatives included:
- TBS Presents: A Toast To The O.G.’s of Comedy - Benefit for The Fortune Society
- The Fortune Society - Founded in 1967, the organization’s vision is to foster a world where all who are incarcerated or formerly incarcerated will thrive as positive, contributing members of society.
- Fortune serves more than 7,000 individuals annually via three New York City locations: Long Island City, Queens, and both the Fortune Academy (“the Castle”) and Castle Gardens in West Harlem. More than 50% of Fortune’s staff have been directly impacted by the criminal justice system and/or are in recovery.
- As part of the TBS-sponsored 2017 New York Comedy Festival (November 9th, 2017) Morgan and Last O.G. co-star, Cedric the Entertainer hosted “TBS Presents: A Toast To The O.G.’s of Comedy ” The benefit also served as the kick-off of TBS’ social good marketing activations in support of the series’ upcoming premiere.
- Attended by nearly 700 (675) people, the event raised $14,769 to benefit The Fortune Society, while being treated to an unfiltered night of hilarious stand-up that featured an array of up-and-coming comedians and included a sit-down conversation with Tracy and Cedric and these comedians who have been inspired by them.
- On June 15th Morgan toured Fortune’s headquarters in Long Island City to learn more about its holistic re-entry services model and advocacy efforts to reform the criminal justice system. Over the course of the afternoon, Morgan met with Fortune staff and clients, many of whom were previously incarcerated, and shared his personal story and insights on how to develop positive resilience and succeed in their communities.
- The Last O.G. Branded Brownies with Greyston Bakery
- Since 1982 Greyston Bakery, the largest social enterprise dedicated to open hiring practices, has provided jobs and resources to individuals facing barriers to employment in their world-class commercial bakery. Additionally the organization opened its Center for Open Hiring to educate corporations on open hiring best practices.
- Greyston, official provider of brownies for a Ben & Jerry’s ice cream flavor, bakes 35,000 pounds of brownies daily, while supporting personal, social and professional success for their bakers and neighbors with community programs.
- Through its existing relationship with Greyston Bakery, Mirrorball (TBS’ marketing firm) facilitated the network’s connection with the non-profit to create 31,056 total co-branded custom Last O.G. fudge brownies.
- The Last O.G. brownies made their public debut in March at SXSW 2018 and 4800 brownies were given out to festival-goers. The brownies were also an on-going feature at events and additionally were sold for a limited time in 49 store locations across six markets, including New York, Los Angeles and Houston. (The 10 NY-based locations sold out within the first five days of the promotion. Supplies needed to be restocked to ensure the branded brownies would be available through the show’s premiere date.)
- Each store sold the Last O.G. brownies for .99 cents to $2; A total of 19,920 brownies were distributed for the in-store promotion with sale proceeds benefitting Greyston Bakery.
- The resulting collaboration generated 300+ additional employment hours and led to the creation of 31,056 Last O.G. branded brownies.
- STATE Bags & The Last O.G. “Bag Drops”
- STATE, a for-profit company with a nonprofit pedigree, began as a partnership between Brooklyn-based husband and wife team, Scot and Jacq Tatelman.
- Lead by the social entrepreneurs, STATE promises to not only deliver much needed supplies, but to also provide youth with the tools to reach their fullest potential and better their communities. And to always have their backs.
- As part of The Last O.G. director’s desire and commitment to inspire social good, Jorma Taccone personally connected TBS’ team with STATE to organize local ‘Bag Drops,’ (motivational rallies that leave recipients with a renewed spirit and belief in themselves in addition to new, much-deserved backpacks).
- On March 27th, 2018 STATE, TBS and series star Morgan surprised the students at Brooklyn Collaborative - a school located in the same area where The Last O.G. was filmed -- and donated $8,000 in backpacks packed with essential tools for success along with 268 Last O.G. themed t-shirts.
Gowanus Area Housing's Basketball Court before and after the refurb. TBS worked directly with NYC Housing Authority on additional court renovation funded by the network for to give back to Gowanus Houses, the actual neighborhood where production of The Last O.G. took place.
- Refurbished Basketball Courts and Mural at Marcy Playground, Brooklyn
- On April 17th, 2018 Tracy Morgan returned to his hometown of Brooklyn to dedicate the newly refurbished basketball court to the community.
- The refurbishment was sponsored by TBS and The Last O.G. through the NYC Parks’ ‘Adopt-a-Park’ program.
- The famous and newly renovated Marcy Playground basketball court now includes new asphalt, fresh backboards and a millennial pink, Last O.G.-inspired mural from artist ASKEW ONE.
- More than 800 people attended the block party that included stunt dunkers, family activities, local vendors and Brooklyn legend DJ Bobbito Garcia who was selected because of his deep ties to the community.
- Refurbished Basketball Courts and Mural at Gowanus Housing Area, Brooklyn
- TBS worked directly with NYC Housing Authority on additional court renovation funded by the network for to give back to Gowanus Houses, the actual neighborhood where production of The Last O.G. took place.
- Painted by Brooklyn-based artist, Jeremyville, the newly refurbished basketball court was completed the week of April 16th, 2018 and receives daily use that includes the show’s message to residents "Second Chances Are A Beautiful Thing."
Season one of The Last O.G. stars Tracy Morgan, Tiffany Haddish and executive produced by Jordan Peele, centers on Tray (Morgan), a formerly incarcerated man released from a 15-year prison stint to a changed and unfamiliar world. Returning to his newly gentrified Brooklyn neighborhood, Tray discovers that his former girlfriend Shay (Haddish) is married to another man and has been raising Tray’s twins, who he never knew existed.
The series is executive produced by Tracy Morgan, Jordan Peele for Monkeypaw Productions, Eric Tannenbaum, Kim Tannenbaum, Saladin Patterson and Joel Zadak of Principato Young. Fans can catch up on all 10 episodes of The Last O.G. episodes via the TBS website and mobile apps.
** For additional ‘pro-social' campaign-related images, assets and partner information, please click here.**
TBS, a division of Turner, is one of basic cable's top entertainment networks with young adults, and home to the most popular and critically acclaimed comedies on cable — Angie Tribeca, CONAN, The Detour, Full Frontal with Samantha Bee, The Guest Book , The Last O.G., Search Party, and Wrecked — as well as animated series American Dad!, Final Space and Tarantula. TBS' slate of unscripted series includes competition show Drop the Mic and Snoop Dogg Presents The Joker's Wild. Upcoming comedies include Miracle Workers and Close Enough. In addition, the TBS lineup includes popular comedy hits like Brooklyn Nine-Nine, Family Guy, The Cleveland Show, Bob's Burgers, The Big Bang Theory, New Girl and 2 Broke Girls; blockbuster movies; and live coverage of Major League Baseball's regular and post-season play, the NCAA Division I Men's Basketball Championship and ELEAGUE, Turner's eSports gaming competition.
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