TNT’s #ClawsUp Tour hits the road
July 6, 2018
Turner is on a mission to reimagine television and turn our audience from viewers into highly engaged, loyal and unapologetic fans. A recent effort from the TNT/TBS marketing team is doing just that with the creation of the Claws Up tour experience for the hit TNT show, “Claws”.
The #ClawsUp Tour is part nail salon, in spirit with the show and part studio. In an effort to broaden the experience for viewers of the show, fans receive manicures custom designed like their favorite characters. However just like the series, this experience is not just about manicures and fierce nail designs. In each city, the #ClawsUp Tour features local and national business owners who tell their stories and discuss the challenges, triumphs and the keys to becoming a successful lady boss.
The New York panel included moderators Angela Yee (The Breakfast Club) and Natasha Eubanks (TheYBF.com), who led a discussion with lady bosses Janine Lee, Erin Patinkin, Agatha Kulaga, Miko Branch, Kerin Rose, Miriam Milord and Qiana Aviles, The Atlanta stop included a powerful panel discussion with moderator Carmen Davenporte-McNeal, senior brand marketing manager, TNT and panelists Julie Hall, production manager, Turner Brand Experience, Katie Daniels, senior art director, TCM and Melissa Simpson, promotion scheduler, CNN.
Heather Crawford, senior director, TNT Brand Marketing explained the concept behind the idea. “The idea was to have a place-based event to engage consumers on the ground and then create content that we can distribute via digital partners and through our social channels
. Every department from PR to brand creative to social worked together to create an amazing experience for consumers.”
“We had a fan in New York who was just overjoyed and kind of had a freak-out moment. She was just so ecstatic and was obsessed with the show,” explained Carmen. “We love seeing those moments when fans are like, ‘Oh, my gosh, this is my show. I can't believe I get to be a part of it in some kind of way.’"
The tour is making stops in several U.S. cities, bringing with it the same lady boss attitude as the show. If you missed the earlier tour stops, don’t fret. You’ve got two more opportunities to meet some cool lady bosses and get your own special manicure styled like Desna, Polly, Jennifer, Quiet Ann or Virginia. The #ClawsUp Tour is heading to the Essence Music Festival in New Orleans on July 6-8 and Beautycon in Los Angeles on July 14-15.
Make sure to check out “Claws” airing Sundays at 9/8 p.m. ET on TNT.