Black Sabbath – the last ever episode of The Osbournes - taylor herring

Case Study: Black Sabbath
– the last ever episode of The Osbournes
Client: MTV

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.

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