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
@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.
@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.
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