Brief
The Mill’s Campfire team collaborated with TNT to create a storytelling experience to promote the premiere of The Alienist: Angel of Darkness. Our goal was to deliver fans into the world of The Alienist, providing a sneak peek into the season to come and immersing the audience in the turn of the century New York City culture that sets the stage for the series.
Approach
The Alienist: Angel of Darkness is set in a time and place with truly iconic aesthetics and cultural characteristics. The Campfire team developed a program centered around show character Sara Howard, and particularly her fondness for whiskey, to immerse fans in the era of the new season. In partnership with world-renowned cocktail institution Death & Co and premium spirits producer Brown-Forman, Campfire created a story box enveloping the era of The Alienist – and offering a glimpse into the world of Sara Howard with exclusive items from five iconic brand contributors. Three unique video assets followed, filmed with Death & Co’s head bartender Shannon Tebay and the series’ star Dakota Fanning, to bring fans a step closer into the lives of the characters and the culture of the period, and introduce the exclusive Angel of Darkness-inspired cocktails created by Death & Co.
Impact
Over 100 story boxes were delivered to influencers, super fans, cocktail connoisseurs, celebrities, and press in the week leading up to the premiere, resulting in online buzz by way of social sharing, unboxing videos and photos, in-depth coverage and show reviews:
Earned media coverage garnered over 8M impressions, earned social posts were shared by influencers and partners with a combined following of over 8.8M followers, paid influence social posts were shared by four influencers with a combined following of over 355K followers.