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:
— HuffPost Live (@HuffPostLive) September 21, 2015
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.
— Shirley Li (@shirklesxp) September 21, 2015
— Marlow Stern (@MarlowNYC) September 21, 2015
— Christina Warren (@film_girl) September 21, 2015
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.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."