To launch TNT’s new show ‘Mob City’ we made the first TV show to be adapted onto Twitter, now known as X. For the three days leading up to the national premiere for the series, 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 of the time, 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, The MobScript site 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. X aka Twitter’s blog post.