THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 12th Annual Shorty Awards

Investigating Influence for TNT’s I Am The Night

Entered in Multi-Platform Campaign

About this entry

TNT partnered with Fullscreen to launch their latest slow-burning thriller series, I Am the Night, by driving fervent anticipation pre-premiere among the true-crime fandom online. 

Why does this entry deserve to win?

In order to reach the true-crime audience outside of traditional social channels, I Am The Night's campaign leveraged influencer partnerships with My Favorite Murder, an experiential activation with Chris Pine and Patty Jenkins, and the series’ companion podcast “Root of Evil.” Collaboration was key in getting the attention of the target audience and fostering organic advocates for this new property. 

A wide array of platforms came together to make I Am the Night the #1 most talked-about new drama of the season, each one leading with different influencers: 

Results

The campaign generated 369M total social impressions and 77M video views with only six episodes, making it TNT’s most successful social media campaign ever. The organic views alone were 5.6x the previous best for the network.

Media

Video for Investigating Influence for TNT’s I Am The Night

Entrant Company / Organization Name

Fullscreen, TNT, Fullscreen

Link

Entry Credits