TBS The Last O.G. Does Good With the Networks Largest Pro-Social' Campaign for a Scripted Series Thursday, July 12, 2018
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TBS The Last O.G. Does Good With the Networks 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 STATEs 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 Societys 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 Bakerys 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 servi
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TBS The Last O.G. Does Good With the Networks Largest Pro-Social' Campaign for a Scripted Series Thursday, July 12, 2018 
