Deutsch NY Launches ‘Mob City’ Script on Twitter for TNT ‘Adaptweetion’

By Erik Oster 

Deutsch NY and TNT are using Mob City‘s Twitter handle, @MobCityTNT, to debut the screenplay of the series’ premiere, 140 characters at a time. This will make Mob City, “the first television screenplay ever to be adapted for, and published through, Twitter.” They’ve dubbed the process “adaptweetion.”

The first tweets of the Mob City screenplay were made on Monday, with new tweets appearing every 45 minutes between 10 AM and 7 PM (and later tonight). They’ve also taken advantage of Twitter Cards to inject photo and video footage into the stream. Those late to the game can also catch up by visiting the microsite for the script, where it is presented in chronological order. This all leads to the debut of Frank Darabont’s three week television event this tonight at 9. Deutsch NY and TNT will make their last tweet tonight at 8:30, but they’re not giving everything away. To experience the final scene, you’ll have to turn in to TNT tonight at 9 and catch the episode. The cast and crew of the show — including @frankdarabont@miloventimiglia@simonpegg@edward_burns@jonnybernthal — also added their commentary to the feed to keep things interesting.


Tweeting (almost) the entire screenplay of a debut episode is a risky move, but it’s a good way to get people talking about the show before it even airs.“Today, fans are tweeting in real time with their favorite shows, and we wanted to stoke preshow chatter by providing fans with an experience that will invite them in before the show even airs,” explains Kerry Keenan, Deutsch NY’s chief creative officer.

Clearly, TNT is betting that the writing will suck you in and make you want to watch Mob City tonight. Leaving out the final scene is an obvious necessity, as some might wonder why they’d tune in to see a premiere when they know how it ends. I’m curious to see how this plays out, and what kind of effect this social campaign has on Mob City‘s ratings tonight, if any. Head on over to and @MobCityTNT, and let us know your thoughts on this campaign in the comments section. And tune in to TNT tonight at 9 for the show, if you’re interested. Credits after the jump.Credits

Deutsch New York:
Partner, Chief Creative Officer: Kerry Keenan
EVP, Group Creative Director: Matt McKay
Creative Director: Jin Park
Associate Creative Director: Sasha Blejec
Copywriter: Austin Hamilton
Design Lead: Aliza Adam
SVP, Director of Creative Technology: Rey Peralta
EVP, Director of Integrated Production: Joe Calabrese
SVP, Director of Digital Production: Suzanne Molinaro
VP, Executive Digital Producer: Jennifer McBride
VP, Director of Integrated Workflow: Jeremy Gelade
Associate Producer: Cameron Farrell
Digital Producer: Rainy Kumar
Associate Technology Director: Kamran Aslam
Flash Developer: Juan Turcios
Flash Developer: Ryan Moylan
Project Manager: Alex Doomany
Director of Content Strategy: Brian Snapp
Jr. Data Strategist: Vasilis Hristidis
VP, Lead Experience Architect: Dan Machlin
VP, Director of Data Analysis: Lisa Conneely
Content Strategist: Dean Opriasa
Associate Director, Technology: Michael Nicosia