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.
Do you know of other innovative uses of Twitter? Write to firstname.lastname@example.org.