In the 80s, fans chatted about Dallas around the water cooler, as it was a vital part of pop culture. In 2012, nobody was thinking about Dallas, let alone talking about it. Social media allowed us to ignite the passion of our fans by making them as much a part of the show as the cast itself.

Dallas was the highest rated cable premiere of 2012, with over 8 million people tuning in, flooring client expectations. We achieved that by capturing the passion and imagination of our fans in social media. We didn’t have a single Facebook fan, Twitter follower or mobile game player. Within three weeks of JR and the rest of the Dallas cast reaching out, we received over 1 million Facebook fans. By season’s end we had over 125,000 Twitter mentions, and an average weekly Facebook reach of 5.7 million. And our relationship between fan and fictional character is growing every day.