THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 10th Annual Shorty Awards

The Alienist: How Social Led to a Record Setting Premiere

Entered in Television, Facebook Video

About this entry

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.

Why does this entry deserve to win?

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%.

Results

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."


Media

Entrant Company / Organization Name

Fullscreen, Turner

Link

Entry Credits