Andy Samberg gave out a working HBO Now password at the Emmys

It’s no fancy gift bag, but it’s something.

During tonight’s Emmy Awards, host Andy Samberg gave out an HBO Now username and password that actually worked.

“Luckily for you, the CEO of HBO recently said he doesn’t think password sharing for their streaming services is a problem,” Samberg said, referring to HBO CEO Richard Plepler who last year said that password sharing doesn’t hurt its business.

“So, here’s my HBO Now login,” said Samberg, complete with a Game of Thrones reference:

Immediately, people began logging into the recently launched over-the-top streaming service to investigate whether it was legitimate. Much to everyone’s surprise, it worked before too many people started logging into it. However, a smattering of problems began affecting people’s ability to use it: Too many people logged into the service, blocking others out. And those who did get in tampered with the account. 

The login still works for us, but streaming an (award-winning!) show or movie is slow. So, was this an elaborate real-time marketing stunt orchestrated between HBO and Samberg, who recently starred in a HBO movie? Appears so. HBO Now’s Twitter account tweeted this shortly after:

And for those having problems logging in, HBO was offering a free thirty day trial to HBO Now.

Digiday has reached out to HBO to learn how this was organized. Your move, Amazon Prime.

https://staging.digiday.com/?p=136592

More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.