We launched TNT's Dallas reboot with a massive social push that resulted in the #1 Cable premier of the year.
To get a new generation excited about the 80's classic, we caught them up on the original. Quick. We summarized each scandal filled episode in a Tweet, and posted them like it was all going down live. 14 seasons and 357 Tweets Tweets later - they were hooked. We turned these Tweets into an illustrated book of "Dallas Quickies" that was sent out to bloggers and influencers.
RISE TO POWER
Our online game, Rise to Power, let fans play along with the show each week, betting on who would be the most poorly behaved character. Points were awarded for each character's bad deed until the best man or woman won worst in show.
CUSTOM OPENING CREDITS
We also let fans customize a version of the iconic Dallas opening credits, starring them and their friends, through Facebook connect.
A THEME SONG WITH A MIND OF ITS OWN
We realized one of Dallas's most loved assets is it's iconic theme song. We teased out the show's return with a series of commercials using the song as the main character. We showed everyday people humming the song as they began to behave like the characters from the show that invented high drama TV.
Cannes Lions Shortlist
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