Listen up, Veeple! The brilliantly offensive, Emmy award-winning HBO series Veep is rife with awkward physical comedy and dirty, devastating one-liners—making it ripe for tweeting, Tumbling, and telling all the Jonads in your life to f*ck off via GIF. For Veep’s second season, we launched a robust social media campaign, generating over 1,000 pieces of social content, which we unleashed across Twitter and Tumblr to the delight of tens of thousands of Selina Meyer’s constituents (among others). We live-GIF’d every episode of S2 on Twitter (@veepHBO) and Tumblr (veephbo), creating an interactive second-screen experience that emphasized “we-dom over me-dom." These accounts quickly became must-follows for not just fans of the show but anyone who appreciates a timely, well crafted, usually NSFW meme. In addition to live-GIFing every single episode, for the Veep season premiere we established a command center, splicing together fan-submitted copy with Veep's own content to create three custom graphics, which we tweeted back out within minutes to unsuspecting fans. When all was said and done, you’d have to stick a thermometer up the Internet’s butt to understand how much heat this novel, immersive experience generated. In just the 24 hours surrounding the premiere, we increased Veep re-tweets by 290%, @mentions by 277%, keywords by 212%, and followers by 10%. These stats reflect not just of the quality and quotability of the show, but the wit, social media savvy, and hefty ladyballs of the Veeple behind the VeepHBO account. Our shining social media moment, however, arrived during episode 4, in which Selina Meyer became an embarrassing Internet meme (#mememaam) after some Jolly Green J*zzface a White House liaison released an unflattering photo of her on ‘Tumble’ account—as Selina calls it. We capitalized on this golden viral opportunity via real-world meme extensions (#mememaam, a “No, Tumblr" GIF) that set the Tumblr community on fire—even garnering a reblog from Tumblr founder and CEO David Karp (This is the closest Selina will ever get to the President calling). To date, the “No, Tumblr" GIF has amassed over 23,300 notes—a number as staggering as the level of incompetency in Selina Meyer’s office. Let us be clear: No other GIF this year was more perfect for the moment it represented and the medium in which it was released. The numbers trumpet a landslide victory for the Veep: By the end of Season 2, Veep had amassed 10,983 followers (beginning with 0) on Twitter and 3,991 (beginning with 0) on Tumblr. These accounts earned almost 12,000 @mentions; over 3,500 retweets; and nearly 33,000 Tumblr notes. In the words of Selina’s overly devoted bodyman Gary: “We’re gonna need a bigger bag!"
https://twitter.com/VeepHBO, http://veephbo.tumblr.com/
