TNT needed a big idea to create buzz and drive tune-in for the launch of its new world-pandemic drama, “The Last Ship.” We developed a unique partnership and an immersive experience that led to the highest ratings for any new cable program premiere in 2014.
We took over Grand Central Station for the three weeks leading up to the series premiere and surrounded commuters with bold, gritty imagery that was impossible to ignore. We also orchestrated a unique partnership with Purell to promote the show and tease the plot while also engaging people in a surprising (and surprisingly useful) way.
“The Last Ship” takes viewers into a world where 4 out of 5 people on Earth have died. Innovative graphic displays in Grand Central Station made this frightening statistic feel very real.
“Sometimes great ideas are born when partnerships are made.”
Building on the momentum created by the campaign, the series premiered with 5.3 million viewers, becoming cable’s top debut in 2014.
Nearly 250,000 people walk through Grand Central Station each day; the takeover generated incredible buzz for the series premiere.