TBS to launch ‘House of Payne’ with extensive African-American marketing effort

(May 25, 2007) When Tyler Perry’s “House of Payne” takes up residency this summer on TBS, television’s top-rated comedy network, it will be supported by a multi-tiered marketing campaign designed to draw African-American viewers to the multi-generational comedy series.  Tyler Perry’s “House of Payne” premieres on TBS with back-to-back episodes Wednesday, June 6, at 9 p.m. (ET/PT).  Episodes will be available through broadband via tbs.com, as well as through VOD following their premiere on TBS.

“I am extremely excited to be working together with TBS and so many outstanding promotional partners as we move forward to the premiere of Tyler Perry’s “House of Payne”,” said Tyler Perry.  “I am equally excited that TBS stands with me on the cutting edge of creating many unique marketing and advertising strategies, all designed to reach out and touch our viewing audience.”

“Building off of Tyler Perry’s creative brilliance, we have put together a comprehensive marketing campaign that is rooted in relevance and taps into the lifestyle and culture of the African-American audience,” said Vicky Free, vice president of entertainment marketing for TBS, TNT and TCM. 

The first phase of the marketing plan began in February, when Tyler Perry’s “House of Payne” spots began airing on TBS’s sister network TNT during pre-game and half-time commercial breaks of the NBA All-Star Game.  The custom basketball-themed promotional spots have continued to air during TNT’s current NBA playoff schedule.

In addition to a cross network on-air promotion campaign, TBS has developed an array of marketing strategies using traditional and non-traditional mediums designed to attract African-American viewers:

Faith Based: Recognizing Tyler Perry’s strong appeal to the faith-based audience, TBS created an extensive faith-based campaign to generate awareness and tune-in for the new comedy series. For this initiative, TBS partnered with Melanie Few of Results Inc., a leading urban faith-based entertainment and promotions agency, to assemble an informal advisory panel of ministers who were shown the first episode early on and consulted about the most effective ways to reach their constituencies.  With input from the informal ministers’ advisory panel, TBS is launching the following faith based initiatives:

• “Contagious Joy” E-mail Campaign – As part of the ministers’ weekly e-mails to their congregations and others, they will highlight messages in each week’s Tyler Perry’s “House of Payne” episodes and offer advice on dealing with similar situations.

• “Building Onto a House of Faith” – This literary outreach invites church members to write an essay about why their church should win a $25,000 donation from Tyler Perry’s “House of Payne” on TBS to support their building fund.  Promotion for this contest includes online media on faith-based Web sites and live mentions on the Sheridan Gospel Network and American Urban Radio Network in addition to promotional messages in local churches in 18 target markets.

• “An Evening of Joy and Payne” –  This element of the campaign taps into the weekly Family Nights at local churches and will bring families together at 20 churches in eight cities to enjoy a sneak peek of the premiere episode, along with behind-the-scenes footage of the series a week before the show premieres.

• Leveraging national radio faith-based personalities like Bishop T.D. Jakes and BeBe Winans, TBS will sponsor key segments and host on air contests to excite listeners about the premiere of “House of Payne” on TBS.

Essence Music Festival:  TBS is expanding its relationship with Essence Magazine, one of the premiere magazines for African American women ages 25-49, by becoming a sponsor of the 2007 Essence Music Festival. TBS will sponsor Tyler Perry’s “House of Payne” activities, including a meet-and-greet with cast members.  Tyler Perry, a native son of the Crescent City, will also be on hand to welcome people back to New Orleans.  Signage and on-air spots will run in the main arena throughout the weekend.

Grassroots:  TBS has created a grassroots campaign that will touch core audience members in their daily routines. 

• Just as the summer heats up, branded Tyler Perry’s “House of Payne” on TBS ice cream trucks will distribute free “POPScicles” in honor of LaVan Davis’ character, Curtis “Pops” Payne, in targeted neighborhoods, malls and events in select markets.

• Tyler Perry recorded a special voicemail message in the voice of his wildly popular character Madea who makes a special appearance on the premiere episode of “House of Payne”.  Approximately 30 minutes before the season premiere on June 6, 1 million potential viewers will receive the message from Madea encouraging them to watch the show.

• TBS will launch a targeted viral initiative to reach alumni of Historically Black Colleges and Universities. Additionally, TBS is partnering with Z Magic, Magic Johnson’s advertising and promotion agency, to reach more than 12 million potential viewers with weekly email blasts.

Radio: TBS partnered with the most influential DJs, nationally and locally, to tap into their powerful relationship with the African American audience. 

• Tom Joyner – In addition to traditional spot buys, Tom Joyner will deliver personalized messages during his show encouraging listeners to tune in to TBS for Tyler Perry’s “House of Payne”. Additionally, TBS will have premium placements on Joyner’s website, blackamericaweb.com, rounding out an integrated platform with Joyner’s loyal audience.

• Steve Harvey –TBS will sponsor one of the most popular segments of Harvey’s Wednesday edition of the morning show Country News.  This hilarious segment is delivered in a country accent as only Steve and his nephew Tommy can do.  Tyler Perry’s “House of Payne” will be the exclusive sponsor on June 6th.

• Drawing from Michael Baisden’s daily focus on the real-life issues facing black families, Baisden will encourage his audience to phone in and reveal their most humorous “Payneful” family moments.  Callers will have an opportunity to win daily prizes and a grand prize trip to attend The Comedy Festival in Las Vegas.

• Recognizing the value local market radio personalities have in their respective cities, TBS invited 28 DJs from the top 18 urban markets to Atlanta to tour Tyler Perry Studios and the “House of Payne” set, conduct interviews and spend time with Tyler Perry and the cast.

• Unique local radio promotions include “Ease the Payne at the Gas Pump” promotion, in which listeners get a free fill-up; “Payne Free Beauty Wednesday,” in which listeners could win a gift certificate to a local salon or barber shop; and the “Tyler Perry “House of Payne” Pays Your Monthly House Note” contest, in which listeners could win a mortgage payment courtesy of Tyler Perry’s “House of Payne”.

Tyler Perry’s “House of Payne” is a half-hour comedy series centered on the lives of three generations of an African-American family living under one roof.  The series follows them as they try to tackle today’s real issues, all in their own unique and hilarious ways. Created, directed and produced by Tyler Perry, the series stars Allen Payne (Jason’s Lyric), LaVan Davis (The Gospel Truth) and Cassi Davis (Daddy’s Little Girl).  Perry will make a guest appearance in the premiere episode as his now-legendary alter ego, Madea.


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