The Alienist Promotional Campaign

CHALLENGE:

With a 2.5-year gap between seasons and no option for in-person events due to COVID, The Alienist risked losing its audience entirely. We needed a new way to reignite intrigue and immerse fans in a dark, complex world without a single physical experience.

INSIGHT:
Experiential doesn't have to mean physical. If you engage the right senses through the right channels, you can put someone inside a world without them ever stepping into a room.

IDEA:

We immersed fans in 19th-century New York through sight, scent, and sound.

A fragrance collaboration with DS & Durga, "First Light, Five Boroughs," captured the smoke, excitement, and grit of 1897 New York.

An Instagram series, "Angel of History," took a deep dive into real historical crime scenes that mirrored the show's themes.

An interactive interrogation on FB Messenger let fans play detective in a digital crime case.

And a podcast partnership with Jensen & Holes: The Murder Squad wove The Alienist's themes into a real unsolved 1890s NYC murder.

Without a venue or guests, we transformed historical fiction into real-life cultural conversation.

RESULTS:

• 8.9M+ total impressions across Angel of History and History Photographed collaborations.

• 175K+ Messenger chatbot downloads.

• 290K Social Impressions from DS & Durga’s First Light. Five Boroughs campaign.

• 1.2M+ Social Impressions across History Photographed content.

• Podcast partnership ranked in the top 1% of all episodes.