The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2014 One Show - Interactive

Mob City Twitter Script

Agency Deutsch / New York

Client TNT
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URL

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Annual ID

140348N

About the Work

To break through with the story of TNT's newest series, we made ‚??Mob City‚?ù 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.