TNT Mob City Twitter Script

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, 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.

TNT Mob City Twitter



  • Date: 2013
  • Client: TNT | Deutsch
  • URL:
  • US Market: Twitter integration, Web app, Site
  • Awards:
    Cannes Lions Cyber Bronze - Content Creation, Social Shortlist
    AICP Next - Social
    One Show Finalist - Best Use of Social
    Webby Awards Honoree
    Shorty Awards Finalist - Best Twitter Campaign; Best Use of Social Media for TV
    Communication Arts Digital Annual 2013
    Creative Review Annual 2013