6th Annual Shorty Industry Awards Finalist

Mob City Twitter Script

Produced by:

Deutsch NY

Date submitted:

Feb. 18, 2014

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Team members: Kerry Keenan - Chief Creative Officer, Greg DiNoto - Chief Creative Officer, Matt McKay - ECD, Jin Park - CD, Sasha Blejec - ACD, Austin Hamilton - Copywriter, Aliza Adam - Interactive Design Lead, Rey Peralta - Director of Creative Technology, Joe Calabrese - Director of Integrated Production, Suzanne Molinaro - Director of Digital Production, Jennifer McBride - Executive Digital Producer, Cameron Farrell - Associate Producer, Rainy Kumar - Digital Producer, Kamran Aslam - Associate Technology Director, Tricia Melton - SVP, Entertainment Marketing, TBS/TNT/TCM, Lincoln Lopez - VP, Social Media, TBS/TNT/TCM, Christine Drayer - VP, Entertainment Marketing, TBS/TNT/TCM, CJ Bargamian - Director, Social Media, TNT, Dan Cho - Manager, Digital Marketing, TNT, Lindsey Howe - Asst Manager, Social Media Marketing, TNT

About this entry

To break through with the story of TNT’s newest series, we made “Mob City” the first TV show to be adapted onto Twitter. For the 3 days leading up to it’s national premiere we shared every word of the pilot episode script: dialogue, stage direction, it was the entire story 140 characters at a time. To show of the gorgeous noir details we used Twitter's newest feature, Twitter Cards, to inject photos and gifs directly into every tweet for a completely immersive experience. And so readers never missed a part of the story, MobScript.com arranged tweets sequentially in real time alongside tweeted cast and crew commentary. The cliffhanger ended minutes before the premiere, driving people to tune in and watch. We successfully intertwined television and Twitter like never before, and got millions of people invested in a story of a show, all before it even aired.

The case for why this entry should win a Shorty

We were the first to use Twitter's newest feature, Twitter Cards, to tell a story, and the first to adapt a television show to the social network.

The response was immediate, from "…this should be an every episode occurrence!" to "…all shows should do this." The cast and crew even joined in, tweeting live commentary and behind-the-scenes photos from their personal files. And because we could capture all the action around each script tweet, it came together as a uniquely immersive experience that evolved in real time. We had invented an entirely new way to watch television, and changed expectations for what a show could become- even video enthusiasts like FilmSchoolRejects said we "Made TV Seem boring and old."

Every script-tweets was immediately retweeted, and soon every media outlet picked up the story- Twitter was excited that we had innovated their use as a platform, and the New York Times said we had pioneered storytelling through Media embedding. It was not only a new way to watch television, but a new way to look at the social network: as Fast Company said, we had "successfully intertwined TV and Twitter for the first time."

Most importantly, the fans loved it: their conversation reached 43 million people. People were immersed in the storyline of a show like never before, all before Mob City even hit the airwaves. Our cliffhanger ended moments before the show’s premiere, and when Mob City aired, it was the highest rated drama on Twitter.

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