TNT Archives - Mirrored Media

ProMax: TNT Takes Virtual Trip to Gilded Age for ‘The Alienist’

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To promote season two of its turn-of-the-century crime drama, The Alienist, TNT partnered with several organizations whose legacies reach all the way back to the show’s setting of 1897 Manhattan in the Gilded Age.

The show, which is based on the best-selling books by Caleb Carr, stars Daniel Brühl (Rush), Dakota Fanning and Luke Evans as an unlikely trio who become a team of criminal investigators assembled by Theodore Roosevelt, who at the time served as police commissioner of New York City. Brühl plays brilliant criminal psychologist Dr. Lazlo Kreizler, who attended Harvard with Roosevelt and newspaper illustrator John Moore (Evans), who helps Kreizler with the investigation. Roosevelt also offers them the assistance of his secretary, Sara Howard (Fanning), who has known both Roosevelt and Moore since she was a child. In season one, the three work to track down a serial killer who is murdering street children.

In season two, Angel of Darkness, Howard has opened her own detective agency and she seeks the aid of Kreizler and Moore, now a New York Times reporter, after the infant daughter of the Spanish consular is kidnapped.

When it came time to promote season two, team TNT knew they wanted to focus on a few of the show’s key topics: it’s location in Manhattan as well as its emphasis on the era’s fashion and fine dining.

“Everybody’s getting food delivered now, so we thought about partnering with a New York institute and delivering food to consumers in New York City,” said Telmo Tabuas, senior vice president of brand marketing, TNT, TBS and truTV.

One of the trio’s frequent haunts in the series is Delmonico’s Steakhouse 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 coronavirus started in March.

“Delmonico’s felt like it was the perfect partner because it’s a key character in the show,” said Tabuas.

After some thought, TNT decided that rather than deliver food to random but lucky recipients in New York, it would prefer to turn the activation into a pro-social campaign. On the night of season-two’s premiere, July 19, TNT and Delmonico’s delivered 500 meals to doctors, nurses and other healthcare workers at three New York City hospitals: Manhattan VA, Mt. Sinai West and Bellevue.

Working with experiential marketing firm Mirrored Media, the team delivered branded bags, stuffed with pencils, napkins and meals to those hospitals. Inside of the bags were classic Delmonico’s steak dinners including a wedge salad, steak, fried potatoes and rice-pudding cake. A vegetarian option of pasta primavera also was provided.

“The Delmonico’s activation started more as a curbside pickup but as we spoke more and more to the client and went over the goals, we realized that it was all about celebrating the city and the people that inspired the show,” said Justin Lefkovitch, founder and CEO of Mirrored Media. “If we were doing that, pulling these frontline workers out of their life-saving efforts to come wait online on a curb didn’t make sense. So we thought about how we could reach frontline workers where they were working.”

Although the activation was pro-social, healthcare workers from the sites posted about it on social media, garnering some very positive earned media for both the network and the series.

Sticking with the theme of partnering with a New York institution, TNT also reached out to department store of Bergdorf Goodman to do a multi-faceted activation around the show’s turn-of-the-century fashion, which includes highly tailored clothes and such details as puffy sleeves, high collars and lace.

Fans can browse clothing inspired by the series on Bergdorf Goodman’s website.

Bergdorf Goodman's landing page for 'The Alienist: Angel of Darkness'
Bergdorf Goodman’s landing page for ‘The Alienist: Angel of Darkness’

Working with Mirrored Media, TNT and Bergdorf Goodman also were able to pull off a streetside window display dedicated to The Alienist, although whether this could be done was in question for a while with much of Bergdorf’s staff furloughed and not many people walking by the store during quarantine. But with New York City opening up a little and staff returning, the team accomplished it.

Bergdorf-Goodman store window for 'The Alienist: Angel of Darkness'
Bergdorf-Goodman store window for ‘The Alienist: Angel of Darkness’

Bergdorf Goodman also took the team on a virtual shopping trip through the store to help it assemble a box of goodies for select influencers, which included a gift from Bergdorf Goodman and other goodies.

“We worked through a lot of hardships to make this happen. The marketing director at Delmonico’s was working for free to get this done because she wasn’t even fully employed at this time ” said Lefkovitch. “These were authentic partnerships where it was a win-win for everyone.”

Finally, the team announced the debut of season two with a virtual premiere that included actors from the show participating in an online murder mystery.

“Attendees to the virtual premiere were first escorted online to a digital hub where press, talent and producers gathered to watch the first episode, which led into an original murder mystery rooted in 1890s New York,” said Tabuas. “Folks could go from room to room online interviewing suspects to learn more about the case.”

Something that TNT could do with a virtual premiere that would have been harder and more expensive to do with an in-person premiere is run it again. So on the night of the show’s actual premiere, Sunday, July 19, TNT reran the murder mystery game for consumers.

“If you open the virtual space, that [allows] more consumers to partake,” said Tabuas. “COVID has been a hurdle but it’s also created an opportunity. We’ve gotten so much better about what can be done digitally and people are more open to that now.”

The Alienist: Angel of Darkness premiered on TNT on Sunday, July 19.

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MediaPost: For TNT, Nothing Says ‘The Alienist’ Like Bergdorf’s And Delmonico’s

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Most people don’t take fashion cues from period psychodramas, nor do they see much connection between 1890s steak recipes and stressed-out healthcare workers.

But for TNT’s premiere of the second season of “The Alienist,” called “Angel of Darkness,” it all came together — and fast.

Timed to coincide with the second season, the promotion includes a 204-piece capsule collection at Bergdorf Goodman. And Delmonico’s Steakhouse, practically a character in the show’s 1880s set, played a role with a 2020 twist. TNT brought back the restaurant’s furloughed staff, including its executive chef, to spend the day cooking and packaging 500 three-course meals for healthcare providers.

“We wanted to celebrate the city that inspired the series,” says Justin Lefkovitch, CEO of Mirrored Media, the experiential agency that handled the promotion. “And since we’re in the time of COVID and a premier event at Delmonico’s wasn’t an option, we kept asking, ‘How can we give back to the city we love?’”

For the uninitiated, “The Alienist” is a psychological thriller set in the Gilded Age of Manhattan. Fans love its meticulous attention to period details in everything from costumes to furnishings to food.

None of the Bergdorf’s collection is customized, since there wasn’t time. But the items curated for the digital popup would look right at home on set. They include a $47,000 diamond collar necklace, a $15,000 feather-trimmed dress, a $2,600 Jimmy Choo ostrich-feather clutch and a $70 Christian Louboutin Lip Oil. (The storied retailer is owned by the Neiman Marcus Group, which filed for bankruptcy back in May.)

The Delmonico’s portion of the promotion, timed to the show’s release, was more challenging. To stay true to the spirit of the show, the restaurant served 500 healthcare workers at New York’s Mount Sinai West, Manhattan VA Medical Center and Bellevue Hospital some of the classics it’s been dishing up for more than a hundred years. The three-course menu included classic BLT wedge salad, original Delmonico’s steak and rice pudding cake.

“We had to handle the logistics safely, including those at the restaurant, the packaging of the meals and those delivering them,” Lefkovitch tells Marketing Daily. “It was such a collaborative effort.”

TNT says it loves the Bergdorf/Delmonico’s combo. “When crafting ‘The Alienist: Angel of Darkness’ marketing campaign, we were deliberate in choosing partners. We only wanted brands and creators that felt authentic to the show and matched the level of magic that is ‘The Alienist,’” said Telmo Tabuas, senior vice president of brand marketing at WarnerMedia Entertainment, via email. “And we’ve been thrilled with the reaction we’ve seen from fans.”

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Marketing Dive: TNT teams with iconic NYC businesses to promote ‘The Alienist’

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Dive Brief:

TNT is partnering with a number of iconic businesses in New York City to promote the second season of “The Alienist: Angel of Darkness,” the company shared via press release with Marketing Dive.

TNT helped open Delmonico’s, an eatery prominently featured in the series, and paid for executive chef Billy Oliva to cook hundreds of meals to deliver to local healthcare workers through organization Feed the Frontlines NYC. Additionally, the brand partnered with legendary department store Bergdorf Goodman to curate a line of apparel inspired by the series, available online. The department store also created a themed window display with experiential agency Mirrored Media.

Old Forester and TNT created create custom etched bottles of the distillery’s 1897 Bottled in Bond bourbon. Death & Co. worked with TNT to develop custom cocktails inspired by the show’s three main characters, drinks that are now on the menu at the select bars for a limited time. Additionally, TNT and D.S. & Durga released an exclusive unisex fragrance, First Light Five Boroughs, inspired by the city at the time of the show.

Dive Insight:

The television network is looking to use the show’s setting of New York’s 19th century Gilded Age to help promote the new season of “The Alienist: Angel of Darkness.” These kinds of extensive product partnerships offer content producers an opportunity to push new shows through co-branded efforts that may appeal to the show’s loyal fans.

TNT has made a handful of partnerships with iconic New York City businesses that are designed to get people talking about the show and drive sales at these businesses. The TV network has an opportunity to get its show in front of new audiences through in-person and online marketing with these local New York tie-ins. The Bergdorf Goodman partnership, for example, could encourage shoppers of the special apparel collection or drinkers at the Death & Co. bar to discover the show or explore the new season.

On the flip side, fans of the show may go to these businesses to seek out unique products as a fun way to more deeply engage with the series. This may be particularly impactful right now as many businesses in New York and elsewhere are struggling from pandemic shutdowns.

TNT follows other video content brands that have used marketing partnerships to promote shows. Netflix teamed with Ben & Jerry’s and launched ice cream into the stratosphere to promote comedy series “Space Force.” The ice cream brand filmed the launch and created a video to promote the special Boots on the Moon flavor and the show. Unilever brand Axe partnered with the Netflix show “Sex Education” in February to initiate conversations around dating-related subjects that teen boys struggle with.

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AdAge: TNT Brings Turn-of-the-Century NYC to Viewers in Season 2Campaign for ‘The Alienist’

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Brand had to rethink entertainment marketing approach in light of the pandemic

The lockdown has put a huge strain on marketers who turn to experiential campaigns to get the word out. Entertainment brands, for example, rely on major confabs like SXSW or Comic-Con to draw viewers into the worlds of their various shows and films, but now they have to think more creatively to lure them in.

TNT, for example, had to reimagine its promotion of Season 2 of “The Alienist,” which made its broadcast debut last night. The series, based on the best-selling historical mystery novels of Caleb Carr, kicked off last year with a lineup of initiatives that leaned heavily on on-the-ground activations, says Telmo Tabuas, VP-brand marketing at TBS, TNT and TruTV. Those included a premiere event on the Paramount lot in L.A. that recreated New York City’s Gilded Age as well as a costume exhibit that traveled from L.A. to New York.

This year, however, the lockdown presented a huge snag. “Once COVID-19 hit, we were tasked with how to make noise and build awareness in new ways,” Tabuas says.

So instead of bringing audiences into NYC’s Gilded Age, TNT brought a bit of the Gilded Age to them. One of the key pieces in the second season campaign is an elaborate, exquisitely produced mailer featuring products you might expect to find in the show’s world. Created in collaboration with brand partners that Tabuas says “have lasted the test of time or capture the timeless spirit of New York City,” it included items like 1897 Old Forester Whiskey, meant to represent the independent spirit of Dakota Fanning’s character Sara Howard (bourbon is her drink of choice on the show). Along with that, TNT turned to the bartenders of NYC cocktail lounge Death & Co. to create drinks inspired by the show, also highlighted in a series of online videos starring the bar’s lead mixologist Shannon Tebay. 

TNT partnered with department store Bergdorf Goodman, which has been a NYC retail institution since 1899, to create a curated selection of goods inspired by the show’s costumes. The retailer also has representation in the kit in the form of a silk pocket square.

TNT also collaborated with New York dining institution Delmonico’s. The mailer includes its classic 1837 Steak Sauce, and TNT also partnered with the restaurant and Feed the Frontlines NYC on a charitable effort that brought specially prepared meals to healthcare workers and communities impacted by COVID-19. The meal deliveries included a three-course menu featuring select classic items from the Delmonico’s menu.

All the products come wrapped in reproduced newsprint of publication the New York Journal featuring headlines from back in the day, and the package is positioned as a client promotion from Fanning’s character, now the head of her own detective agency. 

To create the promotion piece, TNT worked with agencies including Campfire, Mirrored Media and NVE. 

Read the full story at Q&A: Justin Lefkovitch on Exclusive Events

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Via by Vanessa Mujica

Justin Lefkovitch, founder of Mirrored Media, takes a fresh approach on connecting influential brands with some of the most talked about names in music, all while creating the most exclusive celebrity-filled parties.
Some of Mirrored Media‘s past events include the Mophie Lounge at Las Vegas’ Life Is Beautiful festival, Bacardi at Lollapalooza and Crave Online/TNT’s Conquer The Con bash at Comic-Con.

Ever wonder what goes into putting together some of the most exclusive A-list events? We caught up with Justin at the world’s biggest pop-culture event to see how he executes what celebrities, like Nina Dobrev, can only dream of.

Starpulse: Describe the environment of the party and what you wanted to achieve for Comic Con go’ers and VIPs. What was your vision?

Justin Lefkovitch: Working as the experiential agency for Evolve Media, our goal was to create an experience around Comic-Con that gave guests the opportunity to interact with CraveOnline, as well as its event partners.  Crave’s title partner was TNT with their new action-packed drama series with Michael Bay, The Last Ship.  Based on the shows plot, which takes place on a United States Naval destroyer in the midst of a global pandemic, the event was held on the USS Midway, a U.S. Navy aircraft carrier docked in downtown San Diego.  Working alongside CraveOnline’s creative team, our vision was to create an experience which fully immersed guests into the world of the The Last Ship. Lucky guests were invited to survive the outbreak aboard the USS Midway.  Arriving at the ship, guests were taken through a fully branded entryway, where they were then guided through a similarly themed Science Lab, which prominently displayed footage from the show itself.  In the event that “survivors” would have to defend the ship against hostiles, guests were given the opportunity to walk through a laser maze where they could practice their shooting skills and compete against their fellow survivors.  On the main flight deck, guests had the opportunity to explore real jets, helicopters, take a photo at the branded photo booth and pursue the Loot Lounge for specialty cocktails.  VIP’s and celebrity guests experienced their own bars, lounge, and raised platform on the main deck.  Survivors celebrated the evening with a live DJ performance by Grimes, and a performance by MGMT culminating in a large display of fire works off of the bow of the ship.

SP: How long did preparations take?

JL: Preparations for the event started several months ago when we began designing the overview of the event, the use of the ship, as well as all necessary technical components and creative assets.  Once on-site, it took two days to load in and set up all of the experimental components.  As you can imagine, this was much more difficult and time consuming on an aircraft carrier as we were extremely limited in regard to load-in procedures, which required utilizing the bomb and plane elevators, as well as the fact that the museum was open to guests throughout the day during our load-in and build out.

SP: Why did you choose MGMT to perform?

JL: Mirrored Media worked with our partners Brick + Mortar, as well as with CraveOnline to select the right artists for the Comic-Con crowd, as well as the right artists for the vibe of the event. MGMT is a Grammy nominated rock band with music that resonates within the Comic-Con community. We were honored to have them on-board for what was an amazing performance accompanied by a stunning display of pyrotechnics.

SP: What was the attendee count?

JL: The event was a private ‘invite-only’ experience for Crave and its partners. Members of the public were given the opportunity to win passes via CraveOnline, a twitter based scavenger hunt and through some engagements with Crave’s other brand partners.  The event welcomed around 2k attendees on a ‘first come, first serve’ basis.

To get more information on Justin and Mirrored Media check out

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Rolling Stone names CraveOnline’s party as one of the best at Comic-Con

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‘The Last Ship’ Party on the USS Midway

Comic-Con parties can be legendary, and this year the new TV series the Last Ship and Crave Online partnered for a massive bash on the deck of the aircraft carrier USS Midway, now a museum permanently anchored at San Diego’s Navy Pier. MGMT and Grimes provided the musical entertainment while partygoers tracked down drinks, played laser tag and took photos next to actual fighter jets. Some lifers grumble that this is the kind of event that has drained the charm out of the original Comic-Con – but they probably just weren’t invited.

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Billboard Announces The CraveOnline Comic-Con Party

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Billboard via Andrew Hampp writes:

“MGMT and Grimes are heading to San Diego’s 2014 Comic-Con International, where MGMT will play a live set and Grimes will DJ at a party for CraveOnline on July 25. The event will take place aboard the USS Midway, an aircraft carrier docked adjacent to the Convention Center, and appropriately enough TNT’s “The Last Ship” will sponsor.
Though Comic-Con has primarily been a destination for movie studios and TV networks to hype their latest franchises in recent years, it’s become a rising priority for the music industry to capitalize on all the fan activity. Metallica played a surprise show last year in support of their pseudo-documentary “Metallica Through The Never,” while VH1 Classic recruited Rob Zombie to play the first-ever Opening Party in 2012. Also on tap for Comic-Con 2014 are G-Eazy and Linkin Park, who will perform at MTV’s Fan Fest on Thursday, July 24.
The CraveOnline event is produced and booked by Mirrored Media, an L.A.-based music marketing company that has previously paired Metric with Acura for a fall 2012 tour and mobile-charging brand Mophie with key festivals like Life Is Beautiful, Coachella and Lollapalooza.”

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