Turner and Fullscreen partnered to launch TNT's largest original series of all-time, The Alienist, with a multi-platform, video-first campaign that gave the 19th century thriller a social focus exploring the madness that lies within us all.
Capitalizing on the draw of an A-list cast (Daniel Bruhl, Luke Evans, and Dakota Fanning), Fullscreen's strategy was to tease the emotional and high-stakes narrative by focusing on character and thematic video to create moments of impact that broke through the noise online.
The pre-premiere campaign focused on broadening awareness on Facebook by leveraging a varied roster of elevated video pieces:
Serialized 90-Second Narrative Ads
Elevated Character Vignettes
Talent-Driven Facebook Lives
Thematic Facebook Canvas
Facebook Watch Series
Social Event Coverage
Tastemaker Video
During the premiere itself, we continued our video-first approach on Twitter with an innovative live tweeting strategy that leveraged character videos posted in real-time around key moments in the narrative as they aired.
Then, in the days that followed, a creative approach to Instagram Stories that featured recaps for each episode in the form of chapters extended conversation, with engaged viewership holding above 90%.
Our campaign resulted in record tune-in for a drama on TNT with Deadline citing digital's impact as a major driver:
"The first episode also counts among its accomplishments a record digital opening for TNT. It generated more than 4 million total minutes watched on TNT's apps and sites, sparking more than 10 million social engagements."
