To launch TNT’s new show ‘Mob City’ we made the first TV show to be adapted onto Twitter. For the three days leading up to it’s national premiere, we shared every word of the pilot episode script: dialogue, stage direction, the entire story 140 characters at a time. We custom coded a scheduler that helped power our live social event and used Twitter’s newest feature, Twitter Cards, to inject photos and gifs directly into every tweet for a completely immersive experience. 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. The conversation reached 43 million people. Twitter’s blog post.