More than just having the cast live-tweet a show or having a great hashtag, which ABC already does well for TGIT, they’ve gone a step farther for this Thursday’s premieres of Grey’s Anatomy, Scandal and How to Get Away With Murder.
Like the VMAs and big sporting events, ABC has collaborated with Twitter on activating a set of emoji for the Shondaland empire. Unlike other events where a special emoji was created for a hashtag, this campaign uses emoji that are probably already in your most used emoji tab. Or they will be, at least, for diehard TGIT fans, because who else uses the syringe?
Viewers who use them get sneak peeks and exclusive content.
Already in the lead up the premieres, fans have sent 21 million tweets about TGIT, up 34 percent from last year.