Event Marketer: The Ex Awards Best Entertainment Activation
We won! Our work on TNT’s The Alienist: Angel of Darkness was awarded Gold in Best Entertainment Activation from the Ex Awards!
To promote season two of its turn-of-the-century crime drama, The Alienist: Angel of Darkness, TNT worked with Mirrored Media to partner with several organizations whose legacies reach all the way back to the show’s setting of 1897 Manhattan in the Gilded Age.
One of the show’s frequent haunts is Delmonico’s in the Financial District, which opened in 1837. The restaurant still exists today, even though it’s been closed for indoor dining since quarantine due to COVID -19. TNT commissioned the historic dining institution and in-series on-location setting to open its doors for one day only to deliver meals specially prepared by the executive chef to hundreds of healthcare workers and the community who were impacted by COVID-19.
To celebrate the award-winning costumes of The Alienist, TNT joined forces with the iconic luxury institution, Bergdorf Goodman to create a curated selection of merchandise inspired by the show’s costume design. Fans nationwide could immerse themselves in the series by shopping the merchandise online, and local New Yorkers could visit the flagship store to see a custom Alienist-themed window display.
Lastly, instead of bringing audiences into NYC’s Gilded Age, TNT brought a bit of the Gilded Age to them. These custom boxes were sent out to fashion, entertainment, and lifestyle influencers who promoted the partnerships while encouraging their followers to tune in to the show’s premiere.