HBO The Sopranos


In celebration of the series’ 20th anniversary, HBO wanted to bring The Sopranos back into the cultural spotlight. Our Content division developed a social stunt to re-contextualize the series into a modern cultural language. The stunt started by building hype. We delivered baked ziti to micro-influencers throughout New York City, defined Italian-American slang on social media and shared posts highlighting iconic lead Tony Soprano. Once hyped, our Content division delivered the Twitter stunt—@HBO sending its followers custom, Sopranos-inspired mob nicknames. The stunt garnered a range of celebrity participation from Hamilton’s Lin-Manuel Miranda to American Journalist Jake Tapper, as well as media coverage by Fast Company, The Daily Mail, Ad Age, BuzzFeed and more. The initial tweet received 24k+ replies and 300MM+ organic impressions.