Background: TNT acquired the hit UK sci-fi/thriller/time travel series, The Lazarus Project. This series would be the only new programming launch on TNT in 2023, and needed cultural cache to grab the attention of viewers and showcase the premium content of TNT.

Strategy: Develop a premium brand partnership for The Lazarus Project on TNT aligned with our show’s theme of time travel to bring scale to the season one launch and reward fans through a luxury sweepstakes.

Responsibilities: I managed outreach to Shinola, negotiated deal points, and executed on co-promotional assets (owned, paid, and earned).

Results: This sweepstakes had the highest engagement rate for TNT, which added 30,000 new opt-ins to our CRM. The premiere viewership of the Lazarus Project exceeded projections by 15% and allowed us to greenlight multiple seasons with this performance.