Starting Friday, Syfy will begin airing seven episodes of the show -- which follows an FBI agent named Audrey Parker who lives in the secret-ridden town of Haven, Maine -- that tie into Twitter.
Two characters on the show, newspapermen Vince (@VinceHaven) and Dave (@DaveHaven), join Twitter and begin interacting with an unknown Twitter user, @ColdInHaven, who has an extremely wide knowledge of the town.
Viewers can follow the action on Twitter, and will be able to catch mentions of the tweet-based storyline on the show itself. The story will resolve on second season finale September 30.
That said, the show has been written so that viewers don't need to use Twitter to follow the story.
Syfy and Twitter also be measuring viewer engagement over the seven weeks that the story unfolds. They will then publish those findings in an online case study, complete with best practices for networks hoping to integrate Twitter into a storyline.
"Although there have been simple integrations before, no one has fully and organically integrated Twitter into the fabric of the show in the way Haven is doing," says Craig Engler, general manager and senior vice president, Syfy Digital, in a statement.
USA's Covert Affairs had a rather similar integration, launching an alternate plotline on the social networking site.