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:
Thanks for the @HBO log in info, Andy! (Does this mean it’s okay to watch #GoT instead of the #Emmys right now?) pic.twitter.com/uPZVsOTQ3H
— 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.
So yes, that HBO Now login works, and everyone’s having a TON of fun changing the profile. #Emmys #EWEmmys pic.twitter.com/RyJZmActlz
— Shirley Li (@shirklesxp) September 21, 2015
People keep changing the free HBO NOW account to ridiculous new user names/emails. Changes every few seconds. #Emmys pic.twitter.com/bJybLZTaUD
— Marlow Stern (@MarlowNYC) September 21, 2015
Freeloaders. #Emmys pic.twitter.com/w0XQZrvGVY
— 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:
If anyone needs some @HBO recommendations, we’ll be here all night. Apparently. Thanks, @AndySamberg. #Emmys — HBO NOW (@hbonow) September 21, 2015
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.
More in Marketing
WTF are tokens?
When someone sends a prompt or receives a response, the system breaks language into small segments. These fragments are tokens.
AI is changing how retailers select tech partners
The quick rise of artificial intelligence-powered tools has reshaped retailers’ process of selecting technology partners for anything from marketing to supply chain to merchandising.
YouTube’s upmarket TV push still runs on mid-funnel DNA
YouTube is balancing wanting to be premium TV, the short-form powerhouse and a creator economy engine all at once.