Led the marketing campaign to launch the new TNT original series, I Am the Night starring Chris Pine and directed by Wonder Woman’s Patty Jenkins. The show premiered to over 22 million viewers, became the top 2 new cable drama of 2019, and had the strongest digital premiere ever for a Turner original series. As the top priority for the network, the campaign included TV, print, radio, brand activations & sponsorships, and promotion across WarnerMedia and parent company AT&T.
Role: Brand Marketing Lead
I Am the Night teamed up with the hit podcast My Favorite Murder to host an exclusive live episode hosted by Karen Kilgariff and Georgia Hardstark at the El Rey Theater in Los Angeles. On the anniversary of the Black Dahlia’s death, in the same city where she was killed, My Favorite Murder fans from across the country joined Karen and Georgia to dive deeper into Hollywood’s most notorious murder before an exclusive screening of I Am the Night and a special appearance by Jefferson Mays, who plays George Hodel.
This unique partnership marked a first for the My Favorite Murder team, as the podcast had never partnered with a television network in support of an upcoming drama series. The episode was a huge success, receiving over 1.5 million downloads.
An exclusive evening at the Frank Lloyd Wright Jr. - designed Sowden House (the original crime scene) gave top tier social influencers and press an intimate opportunity to meet and create content with the cast while being immersed in a Surrealist salon of the era inspired by the show. Attendees sat as the guest of honor at George Hodel’s lavish dinner table, imagined life as the Black Dahlia, and became the protagonist in their own LA Noir murder mystery. The event resulted in 16.1 million social impressions and 2.5 million press hits.
Eventized a collection of trailers that garnered over 10 million views, received press pick-up from outlets like Vanity Fair, Entertainment Weekly, and The Hollywood Reporter, and were amplified via talent social platforms including Patty Jenkins and Wonder Woman.
Targeted industry tastemaker museum patrons and influencers with an exclusive screening followed by a Q&A hosted by Deb Vankin of the LA Times and featuring cast members Sam Sheridan, Golden Brooks, India Eisley and Jefferson Mays. The panel was followed by a reception and private viewing of a curated exhibit showcasing Man Ray and other influential Surrealist pieces from LACMA’s permanent collection with a dark connection to the infamous murder.
Vivid key art blanketed major markets with high-impact placements ranging from Times Square, to taxi and subway takeovers.
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Built custom digital hub where fans could learn more about the true story behind the series, go behind-the-scenes, and enter a sweepstakes to win props from the set. The site had 1 million+ visitors that spent 101% more time exploring than the TNT average.
Developed custom content series to fuel interest in the show prior to premiere. Examples of content included an in-depth look at the Black Dahlia crime, an exploration of the Hodel family the series is based on, and a look at the Director Patty Jenkins and star Chris Pine’s relationship and what inspired them to create the show.
Created a suite of TV spots targeting true crime, female-centric and broad awareness audiences. High-profile programming from the media plan included shows like Dirty John, This is Us, and Good Morning America.
Created custom content across existing true crime digital franchises like BuzzFeed Unsolved. This targeted social content earned over 77 million video views and the most live social chatter of any TNT series. The series’ fan footprint grew 30% in-season on Instagram.