Best Twitter Campaign← Go back to category
Team members: Sabrina Caluori - VP, Digital & Social Media, Jim Marsh - Director, Digital & Social Media, Becky Rho - Associate Manager, Digital & Social Media
About this entry
Cinemax devised a Twitter stunt to send out the first season of its new original series Banshee with a bang. Cast and crew members were enlisted to live tweet the season finale in a coordinated, multiplatform effort that spanned the globe.
The case for why this entry should win a Shorty
The stunt proved to be a hit with viewers, making it the highest rated live episode of the season, boosting social conversation by over 160% compared to the series average and situating #BansheeFinale at the top of the Trending Topics list on Twitter for the night.
A TV spot was created to promote the stunt, featuring the handles of participating talent and urging viewers join the conversation using #BansheeFinale. Participants Tweeted promotional graphics to enlist their followers. Fans who participated were treated to an inside look at the interaction of the Banshee team, including stories from the set, “Did you know” trivia, personal photos from production and inside jokes. Once the episode concluded, talent stuck around to answer questions and show their gratitude for the fans’ support – a few even stayed up to live tweet the West Coast airing of the finale episode, not wanting anyone to feel left out. Afterwards, all tweets were archived into a Storify stream and tweeted out from @Cinemax and talent allowing anyone to follow along with commentary while watching finale re-airs.
The cast and crew of Banshee are some of the most socially active individuals in the industry and always take the time to engage and thank the #Fanshees for their unwavering support and outspoken enthusiasm. The stunt leveraged the power of Twitter by connecting stars with fans in a virtual wrap party, perfectly appropriate of Cinemax’s most social series to date.