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.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.
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