Social Media

HBO Infuses ‘Character Commentary’ into the 2013 Emmys

September 25, 2013

By Audri Nakamura, Account Supervisor, and Caroline Tseng, Strategist at 360i

Each year, the Primetime Emmy® Awards creates an environment in which TV addicts, fans and the networks are buzzing about the same thing at the same time. This means that for brands in social, it’s getting harder and harder to cut through the noise.

For our client HBO, the Emmys are a time to celebrate one of the most important parts of its legendary programming: the Talent. With 108 nominations this year and a greater breadth of programming than any other network, HBO had a unique opportunity to comment on the night’s events in a way that celebrated both the network and hardcore TV fans.

Our solution? Let HBO icons react to the night’s events in real-time by bringing these characters to life with a wink and a nod that would resonate with our truest, most passionate fans – and do so via a mix of awesome GIFs and social content.

The Result: HBO was a driving force for Twitter buzz the night of the Emmys, and made up 13 percent of the total buzz around the event (360i Insights). HBO’s real-time, reactionary content resonated with fans, further enforcing why relevant content is key to any good social strategy.

Here are some highlights from the night, which saw HBO pick up 27 Emmy Awards – more than any other network for the 12th straight year:

When Michael Douglas arrived on the red carpet.


When Merritt Wever had the shortest / best speech ever.


When Julia Louis Dreyfus & Tony Hale both won for “Veep.”


When Neil Patrick Harris did the weird NHD skit.


When Jeff Daniels Won for “Newsroom.”


When we all remembered the amazing talent of James Gandolfini.


When Michael Douglas won for “Behind the Candelabra.”


Congratulations to HBO on its 27 Primetime Emmy wins!