Case Study: TBS reaches over 1 billion impressions with Headword's Green Day x American Dad campaign

TBS reaches over 1 billion impressions with Headword!

The customer TBS faced the challenge of promoting the 19th season of its unconventional show American Dad. They needed to create buzz and capture a new audience with a brand partnership that complemented the show's essence, appealed to a large following, and could be approved by a long list of stakeholders. The vendor Headword! was engaged to provide services including brand activations, content creation, and video & animation.

Headword! implemented a solution by creating a partnership between TBS and Green Day’s coffee company, Punk Bunny. This involved producing hero content for on-air and social media, custom bag artwork, and illustrations of the band as American Dad characters. The campaign was a major success, resulting in over one billion total impressions and causing the collaborative coffee bags to sell out within the first month.

TBS