Black Sabbath – the last ever episode of The Osbournes

How we delivered a 300% audience increase for the season finale of The Osbourne’s reality show.

Overview

MTV asked us to focus on the season finale for their reality hit The Osbournes.

Objectives

  • To drive viewing figures for the last ever episode of The Osbournes.
  • To maximise opportunities afforded by creating an event ‘Night of a 1000 Sharons’ – a star-studded party where transvestites dress up as Sharon Osbourne - and Benjamin Zephaniah’s specially-written poem ‘Ode to the Osbournes’.
  • To make the last ever episode of the Osbournes a ‘must-see’ TV event.
  • To generate picks and previews across the board.
  • To achieve all of the above without any cast support 

 
Strategy

  • A news release was sent out on the eve of the US transmission of the final episode to ensure that a MTV appointment to view was included in all news coverage.
  • Retrospective features were pitched to consumer magazines and national newspapers. Screengrabs and key Osbournes facts were also made available.
  • A specially commissioned Osbournes poll – finding that Ozzy and Sharon were the UK’s favourite parents – was pitched to national newspapers.
  • ‘Ode to the Osbournes’ – a specially-written poem by fellow Brummie Benjamin Zephaniah – was pitched to national newspapers.
  • DVDs of the final episode were sent to all key TV titles to secure picks and previews.
  • Taylor Herring arranged a photoshoot at the Night of 1000 Sharons and helped secure celebrities.


Results

  • Coverage secured in The Guardian, The Independent, The Sun, Daily Mail, Daily Mirror, Daily Star, Nuts, Zoo, Q Magazine, Hello! and Now.
  • TV coverage included GMTV and radio coverage included Radio 1 Breakfast Show.
  • Widely previewed in TV listings magazines and national TV supplements, and widespread online coverage.
  • The final show attracted 3 times the average audience figure for the series as well as three times the channel average.
Like what you see?
We can help you too. Just get in touch today.
  • April 25, 2012

    Do you have a hidden talent?

    How far can natural talent really go and what if it could change your life? Launching this week Hidd...
    Read more
  • April 25, 2012

    Cadbury Dairy Milk Ice Cream revive the lolly stick joke via Twitter

    LONDON, Wednesday 25th April 2012: 25 years after their demise, the much-loved lolly stick joke trad...
    Read more
  • April 04, 2012

    Red Stripe install giant arcade game in Manchester

    Manchester’s Town Hall has, this week, been transformed into a giant arcade game by renowned street ...
    Read more
  • March 28, 2012

    Moonpig launch video greeting cards

    LONDON, Wednesday 28th March 2012 –  Moonpig.com have  launched an all singing, all dancing personal...
    Read more