@Cinemax tweets special footage during #Banshee premiere

Thursday, 30 January 2014

For its second season premiere, the @Cinemax show #Banshee used on-air prompts to encourage fans to tune in to Twitter before, during and after the episode for added features.

Tweeting the origin stories

During a scene in the January 10 premiere, the network replaced the #Banshee hashtag that was running on air with #BansheeOrigins. At that precise moment in the scene, @Cinemax tweeted a video of the scene’s prequel with the hashtag #BansheeOrigins.

For those who missed the live Tweet, a bumper ran on-air after the episode, prompting fans to get more of the story on Twitter by searching #BansheeOrigins.

@Cinemax will tweet prequel videos in real time throughout the season.

Then in its January 17 episode, #Banshee offered fans the chance to learn about another character’s origin story:

Live-tweeting from the cast

The stars and producers of #Banshee were also live-tweeting the premiere. Showrunner @GregYaitanes started things off:

Some of the actors mentioned each other via Tweet, broadening their fan bases. For instance, Ryann Shane (@rainyshaney) tweeted at her character’s mom, @ivanamilicevic:

…and Hoon Lee (@MisterHoonLee) commented on cast member @FrankieFaison’s acting.

@Cinemax gave the talent greater exposure by retweeting these posts. The day they did, the account saw a 66% increase in new followers from its daily average this year, according to Twitter internal data.

Since the season premiere, @Cinemax has created a Twitter list of the cast and crew to make it easier for fans to find and follow #Banshee Tweets.

Promotional tweeting

@Cinemax also promoted the origin Tweets and cast live-tweeting ahead of time: Leading into the episode was an on-air promo that encouraged fans to tweet with the cast and crew using #Banshee. @Cinemax was also active on Twitter, alerting fans to watch and follow the account. The network tweeted a call to action to watch the show when it began.

Cinemax also tweeted Vine videos throughout the day to build buzz around the premiere.

Do you know of other innovative uses of Twitter? Write to [email protected].