The Alienist: Angel of Darkness

To promote The Alienist: Angel of Darkness, NVE had to identify key partners and promotional tactics to align with the overarching strategy, amplify engagement, extend reach and attract new audiences for Season Two. All components celebrate the iconic lead character, Sara Howard (Dakota Fanning) and NYC in 1897.

Leaning into fans of history, true crime and period-pieces, our team developed a social and digital-first strategy to build upon the success of The Alienist Season One. Our team leveraged a combination of lifestyle touchpoints to merge the energy and specificity of NYC in the late 1890s with a modern approach relevant to today’s culture.

Our team developed and curated three partnerships and a digital interrogation experience. Our partnerships resulted in a custom fragrance with D.S. & Durga, a tailored podcast episode for Jensen & Holes: The Murder Squad, and we partnered with Instagram account History Photographer to highlight one key location from each of the episodes. 

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.