In anticipation of The Many Saints of Newark, HBO and HBO Max launched a multi-platform social media campaign aimed at getting people excited for the Sopranos prequel film. We reignited the passions of longtime Sopranos fans through original longform videos, supercuts, quizzes, a call and response stunt, and an in-world Twitter takeover. Meanwhile, we created an opportunity for new fans to finally discover and binge the whole series prior to the release of the film with a roadmap for the ultimate rewatch. The campaign won a 2022 OMMA Award and was a finalist for The Drum Social Media Awards in the same year.
THE KICKOFF POST
CAMPAIGN OVERVIEW
SAMPLE CONTENT
Six weeks until the premiere of The Many Saints of Newark means six weeks to binge The Sopranos. This week? Bang out Season 1. #BadaBinge pic.twitter.com/J8RPAaMQVJ
— HBO (@HBO) August 23, 2021
6 DEGREES OF SOPRANOS STUNT
In the final week leading up to the premiere of The Many Saints of Newark, we put out a Call + Response prompt on Twitter, challenging fans to name an HBO actor – any actor! – that they didn’t think we’d be able to connect back to The Sopranos in six degrees of past roles or less. Needless to say, we simply couldn’t be stumped, even when celebs chimed in.
SATRIALE’S TWITTER TAKEOVER
And it gets better. On the eve of The Many Saints of Newark premiere, we transformed the @HBO Twitter handle into the “official” account of Satriale’s, the beloved pork store frequented by Tony and company in The Sopranos.
We crafted original content, engaged directly (and in character) with fans, and held a limited edition T-shirt giveaway that launched us to No. 3 on Twitter’s U.S. trending list. Over the course of the day,our tweets accumulated more than 2.2 million impressions and 12.1k engagements, as well as 1,500 entries in the #SatrialesGiveaway.