We broke the Internet for charity.
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.
TBS: American Dad
Year: 2024
Industry: Entertainment
Client: TBS
Services
Brand Activations
Campaigns
Content Creation
Video & Animation
The Approach
Roger the Alien has been slipping into outrageous personas since the first season of American Dad, many of them female. With drag culture increasingly under attack, we saw an opportunity to celebrate Roger as the drag icon he was born to be while supporting LGBTQ+ youth.
We launched #AmericanDrag, a social campaign featuring Trixie Mattel and Trinity the Tuck. Fans were encouraged to quote-tweet the campaign, with every post generating a $1 donation to The Trevor Project, turning Roger’s love of disguise into a celebration of self-expression for a good cause.
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.
RESULTS