Turner Broadcasting challenged us with generating awareness and driving tune-in and conversation for TNT’s newest limited television series, The Alienist.
The Alienist is a psychological thriller set in 1890s New York that focuses on extreme poverty and technological innovation in crime solving. To reach our target audience, we tapped into their passion for true crime. With the rise in popularity of podcasts, we identified partnership opportunities with true crime podcasts to appeal to these audiences.
Creating a campaign truly the first of its kind, we crafted a unique podcast takeover to promote the new show. We partnered with eight true crime podcasts to create custom bonus episodes inspired by The Alienist. Our concepts merged the real world with the world of the show. From audio to artwork, each custom episode was wrapped in The Alienist with live read tune-in messaging and promotion on the hosts’ social channels before and after the premiere.
By leveraging key strategic insights about our target audience, we were able to generate buzz on social media and gain interest in the show in the weeks leading up to the premiere. We leveraged our podcast partners to create authentic and historically relevant social media posts to capture the attention and critical acclaim for a network emerging in a new space. We set up intrigue, revealed the world of murder, mystery and mayhem and was able to continue the conversation even after the show’s premiere.
total premiere viewers