TBS - American Dad
We Broke the Internet for Charity.
Background
TBS asked us for ideas for a social campaign to raise awareness for the 350th episode of American Dad. They wanted high engagement, something shareable that people could get behind, and it needed to be centered around Roger, the persona-donning alien that lives with the Smith family.
Services Provided
- Brand Activations
- Campaigns
- Content Creation
- Video & Animation
The Approach
Since season one of the show, Roger has embodied a slew of personas that allow him to do whatever he pleases in disguise outside of his home. Many of these personas happen to be female! And that’s where inspiration struck.
With the art of drag currently under attack in America, it only felt right to honor Roger as a drag icon and raise money for an LGBTQ+ organization while doing so.
The Campaign
#AmericanDrag was a social concept that would not only help to normalize drag and demonstrate TBS’ allyship, but also fundraise and bring awareness to the Trevor Project, a charity to help at-risk LGBTQ youth.
We produced a hero content piece featuring drag superstars Trixie Mattel and Trinity the Tuck to pair with a tweet from the American Dad twitter account that encouraged people to quote-tweet using #AmericanDrag, with each quote-tweet raising $1 for the Trevor Project.
With the art of drag currently under attack in America, it only felt right to honor Roger as a drag icon and raise money for an LGBTQ+ organization while doing so.
Content
The hero piece of content was written and directed by Headword, and our team flew out to L.A. to shoot it.
Several pieces of bonus content were also produced and shared across TikTok, Instagram, and Twitter pushing to our campaign.
The Results
17K Quote Tweets And Retweets
11.6K Were Quote Tweets
26.9K Likes
8.3M Views
$20K Raised For Trevor Project
#1 Trending Topic On Twitter For Several Hours
One Very Happy Client
The Reaction
The feedback was overwhelmingly positive. Fans were pointing out that if you ever watched the show even casually, you know drag and you find the humor in it. Many people quote-tweeted stated that they don’t watch the show, but are now counting themselves as fans and will now tune in to see Roger’s looks.
Drag queens applauded us publicly and privately for supporting their community which is currently under attack. The campaign was praised by multiple press outlets. And condemned by others. Is it really a good campaign if you don’t ruffle some feathers?
Merch
We designed and shipped out 40 pairs of custom-made “Drag Pads” to queens and other supporters as a surprise-and-delight piece to thank them for supporting the campaign by sharing to their followers and tuning in.
