@MobCityTNT: the first ever screenplay adapted for twitter.

To capitalize on peoples' habits of tweeting whilst watching TV, TNT's period piece Mob City created what they are referring to as the first ever (gulp) adaptweetion.

The activation, (sorry but I can't type that word again) in partnership with Deutsch NY, allows the Mob City story to unfold over three days, all ramping up to the December 4th premiere on TNT.

If you don't catch the livetweeting, no worries, there's a storified-like version of it here on mobscript.com.

Fun idea, if not a wee bit anachronistic. Tweeting about a story that takes place in the 1940's. That's almost like a Mad Man character having their own twitter account!

Oh wait...

Client: TNT
Agency: 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
Client, Client Contact: TNT
SVP of Entertainment Marketing and Branding for
TNT, TBS, and Turner Classic Movies: Tricia Melton
Editorial Company: Deutsch NY’s Mr. Ed
Additional Deutsch New York Credits:
Chief Executive Officer: Val DiFebo
Former Chief Creative Officer: Greg DiNoto
EVP, Global Brand Marketing Director: Adam Levine
SVP, Director of Digital Operations: Stephanie Lee Pang
Account Director: Rik Koletar
Account Supervisor: Jackson Manning
Chief Strategic Officer: Brent Vartan
SVP, Group Planning Director: Shobha Sairam
VP, Digital Planning Director: Scott Lindenbaum
Senior Account Planner: Anthony Mariello