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Special Project

Special Project
From the 7th Annual Shorty Awards


Entered in Twitter


Amid an increasingly competitive landscape, @HBO reinforces the values of an HBO subscription. @HBO on Twitter serves as a fellow Superfan, official viewing companion, and moderator of live discussion about our programming.

Sunday nights, our Twitter joins the appointment-viewing live-tweeting of HBO programming. The profile elevates show-specific profiles, influencer and Superfan conversations, and activates fans to discuss HBO programming before, during, and after episodes air. Conversation about HBO programming is not confined to Sunday nights, and the excitement of Sunday promotion and conversation moves the past notions of a "Monday morning water cooler" to the digital space, daily.

Looking at the core currency of HBO – decades of moments and characters – we built a visual language that reinforces the breadth and depth of what HBO means to viewers. Our daily publishing strategy speaks to topical events using our core social currency: memorable programming moments.

Pulling from an arsenal of moments to use the brand to respond to what is happening in the world, HBO Twitter comments on topical subjects, shares major news, and reminisces with high quality, thought-provoking, witty content. When the Polar Vortex hit the Northeast, we shared a memorable, Chilling moment of a Whitewalker from Game of Thrones to warm hearts and minds.

Using this bank of content, @HBO shares network news and updates, making @HBO the ultimate destination for any fan of HBO programming.

With this strategy, @HBO Twitter reach and engagement have multiplied and monthly impressions have boosted to over 35MM Twitter users.

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