An inside look at Cinemax’s social TV strategy for ‘Banshee’ season 2

By Natan Edelsburg 

Screen Shot 2014-02-06 at 12.33.29 AMCinemax has proven that they can use social to help launch and innovate with new series. We recently wrote about how the premium network made history with Vine. Here’s an inside look at the full social TV campaign they executed for season 2 of the show which, “stars Antony Starr as Lucas Hood, an ex-con and master thief who assumes the identity of the sheriff of Banshee, Pennsylvania, where he continues his criminal activities, even as he’s hunted by the shadowy gangsters he betrayed years earlier.”

Here are the details from Cinemax. Episode 5 of the second season airs this Friday night.

Objectives:  Expand the Banshee story world through unprecedented digital and social content on a multitude of platforms including on-air, online, social activations and affiliate promotions.

Banshee Origins: Banshee Origins is a collection of multi-platform stories written and produced by Jonathan Tropper and Greg Yaitanes that gives viewers and fans an exclusive window into the gripping backstories of the characters in the series. Told in short-form webisodes, flashbacks, and an original 60-page full-length comic book, Banshee Origins takes place over a 17-year span before the Season 1 pilot, and offers a unique point of view and new insights into the dark past of the characters of Banshee.

Content Distribution:

Welcome to Banshee: A hub of interactive Origins content that ties the current episode to the story before the story, including:

  • Interactive Scene of the Week: A scene clip from the week’s episode enhanced with interactive triggers that reveal backstories, callbacks, and panels from the Banshee Origins Comic Book, as well as sets up a direct link between the episode and the week’s selected Origin.

  • Banshee Origins Video Gallery: An archive of all Banshee Origins video from Seasons 1 and 2 that can be arranged by episode, character, or chronology.

  • Numerology: An interactive, gamified video experience that encourages viewers to identify the “combination numbers” from the opening title sequence hidden within scenes.

  • The Vault: After inputting the combination numbers, viewers can explore each episode’s title sequence video treated with selected hotspots that provide insight into character backstories and the meaning behind the photos and cinemagraphs in the show’s evolving title sequences.


  • Bumpers leading into new episodes will encourage viewers to join the cast, crew and @Cinemax on Twitter

  • The #Banshee hashtag will be visible on each episode, switching to #BansheeOrigins during scenes that have a related Origins story – viewers who search #BansheeOrigins on Twitter will be able to watch the associated origins video within a tweet from @Cinemax.


  • Production content: Cast and crew chronicle the production process through their social profiles, aggregated here:

  • Talent Activations: live tweeting and Q&A’s from cast and crew during new episodes.

  • Vines: Beautiful, innovative content designed specifically for Vine showing off featuring character monologues, atmospheric footage, and origins moments from the comic book.

  • Cinemax will use Twitter and Facebook to encourage fans to dive deeper into the world of Banshee, including origins content, numerology, and the secrets of the opening title sequence.


  • Banshee Origins will also be featured on various affiliate Free on demand platforms, online portals and linear networks