The Alienist: Angel of Darkness
TNT’s psychological crime drama, The Alienist: Angel of Darkness, returned for its second season. NVE curated three partnerships and a digital interrogation experience to promote the show and amplify engagement.
Our partnerships resulted in a custom fragrance with D.S. & Durga, which captured the scents and energy of NYC in the late 1800’s with a modern twist, a tailored podcast episode for Jensen & Holes: The Murder Squad and sponsored Instagram posts and stories on the @HistoryPhotographed account, highlighting a key location from each of the episodes. Topping it off, our interactive team developed a Facebook Messenger Interrogation Experience, which allowed audience members to join a 1:1 conversation with Sara Howard, to pair them with a real criminal from New York at the turn of the century based on their responses prompted by the bot. The final output was a shareable gif that drove more people to the digital experience.
The campaign resulted in high social velocity, constant engagement, press pickup and episodic tune-in. NVE-owned, TheFutureParty brought in 5 paid and 15 gifted influencers to promote the DS&D partnership on social media. NVE’s experiential publicity department was also engaged to seed 20 top tier entertainment reporters with the fragrance, and follow up for earned media coverage. The Jensen & Holes: The Murder Squad podcast garnered over 275,000 downloads to date and the episode completion rate ranked in their top 1%. The posts for @HistoryPhotographed gained over 170K likes and received over 5.7M impressions. Additionally, the show was promoted through several IG stories, reaching over 1M accounts and receiving over 1.1M impressions.