TBS HBCU Cash Out Contest

To launch Black History Month, TBS hired Pop’N Creative to produce an authentic, one-of-a-kind initiative that would uplift AA consumers, create better brand awareness with AA viewers and help launch their D&I efforts authentically. Pop’N Creative developed the HBCU-driven social media contest “TBS HBCU Cash Out™” that asked recent HBCU grads to record a creative video sharing how their HBCU helped them achieve their dreams for a chance to win $25,000.00 to help pay off their student loans. Pop’N developed an influencer campaign led by Lance Gross and Keshia Knight Pulliam to extend the reach and exposure. Pop’N produced a virtual shoot with celebrity influencers Lance Gross and Keshia Knight Pulliam to surprise finalists and award the final cash prize. The contest winners were featured on Good Morning America 3 and several media outlets including Blavity and Cheddar News.