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.

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