795 Case Studies
Case Study: Dallas TNT achieves No. 1 scripted cable premiere and 5X+ fan growth with Facebook
A Facebook Case Study
Dallas - Customer Case Study
TNT relaunched the 1980s drama Dallas in 2012 and faced the dual challenge of reigniting a fan base dormant for 20 years while also attracting younger viewers to make the continuation the highest‑rated cable premiere of the year. The network needed a way to bring new and returning audiences up to speed on the Ewing family storyline and drive tune‑in for the June 13 premiere.
TNT used Facebook Timeline, an early Page launch, targeted ads, boosted posts and a “Rise to Power” app to tell 34 years of Ewing history in character, build engagement, and encourage social campaigning. The campaign helped Dallas become the No. 1 scripted cable premiere of 2012 (8.3 million viewers), grew fans 5x+, delivered 2x the intent to watch among exposed users (63% vs. 26%), and achieved 13%+ higher engagement in News Feed placements.
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Dallas TNT
Christine Drayer
Vice President Turner Entertainment Networks