MOB NICKNAMES

To celebrate the 20thanniversary of the Sopranos, we sent out a single tweet offering mob nicknames to whoever wanted one. 24 thousand replies later, we created one of the great Twitter threads of the year.

RESULTS

24.4 thousand comments
300 million potential impressions
Organic participation from Roger Federer, Lin-Manuel Miranda, WWE, Wendy’s, The Late Show, Jack Dorsey, Blake Griffin, History Channel, Macaulay Culkin, Emmy Awards, Tinder, George RR Martin, Comedy Central, Good Morning America, NY Comic Con, Giphy, Olive Garden, Ubisoft, NY Public Library, Hulu, Laura Dern, Ben Schwartz, Jon Favreau, Slack, Alex Shibutani, E! News, Colorado Rockies, Kumail Nanjiani, Nat Geo, Sunny Delight, Jake Tapper, Alan Sepinwall, Emily Nussbaum, FC Bayern, Etc.

CASE STUDY

PRESS

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THE TWEET

In honor of the 20th anniversary of The Sopranos, I’m handing out Soprano nicknames today. Who wants one? FYI if you tell me your first name, this is way easier for me.
— HBO (@HBO) January 10, 2019

THE NICKNAMES

pic.twitter.com/znJPlwGQ0a
— HBO (@HBO) January 10, 2019

pic.twitter.com/2eyW0UMWQr
— HBO (@HBO) January 10, 2019

pic.twitter.com/XdFZTpflkf
— HBO (@HBO) January 10, 2019

pic.twitter.com/JjLEEJIJxr
— HBO (@HBO) January 10, 2019

pic.twitter.com/3ibLsshXN6
— HBO (@HBO) January 10, 2019

pic.twitter.com/nFl6eFM420
— HBO (@HBO) January 10, 2019

pic.twitter.com/DZe8EaDwRZ
— HBO (@HBO) January 10, 2019

pic.twitter.com/ZJnDAqQdIu
— HBO (@HBO) January 11, 2019

Done and done. Business cards are next. @HBO pic.twitter.com/LSpzbWeTGP
— T-Mobile (@TMobile) January 11, 2019

You’re not wrong 😉🤷‍♂️🤷‍♀️ https://t.co/ADmMaUIgVV
— IMDb (@IMDb) January 11, 2019

I'll now only answer to this. https://t.co/7zh712zpm3
— Alan Sepinwall (@sepinwall) January 10, 2019

La Familigia (bread)sticks together. 🥖 https://t.co/OzHtDH50jh
— Olive Garden (@olivegarden) January 10, 2019

🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩🤩 https://t.co/afiyPxgATL
— D'Arcy Carden (@DarcyCarden) January 10, 2019

I got my Sopranos Mafia nickname!! It’s kind of stupid and demeaning and I love it! Thanks @HBO ! https://t.co/9VFyWRBJFj
— Jane Lynch (@janemarielynch) January 11, 2019

This is accurate. https://t.co/LriddydaOd
— NJ.com (@njdotcom) January 10, 2019

Well, if this isn't the perfect Sopranos nickname, I don't know what is. https://t.co/ji14V2tKWt
— Craig Mazin (@clmazin) January 10, 2019

Prayers to all the social media managers getting emails from execs today asking if they saw the HBO thing and why we never do stuff like that.
— Nick D 🍝 (@ndimichino) January 11, 2019

THIS IS THE GREATEST THREAD OF ALL TIME https://t.co/oxVbTdfRIv
— Josh Vetter (@joshvetter) January 10, 2019

EARNED MEDIA --- here is your case study. @HBO who ever came up with this campaign give them a promotion. Digital Marketers -- sit down masterclass in social engagement in session right now. ht via @sulemaan https://t.co/D650xOfruK
— Parth Shukla (@parthshukla) January 10, 2019

THIS THREAD IS MY WHOLE LIFE RIGHT NOW https://t.co/BlpCrDXU5W
— 🎶🌹 melody can't wait for BL3🌹🎶 (@whatmelodywrote) January 10, 2019

So good! Twitter at its best https://t.co/zfJbrcdalL
— Shane Harmon (@ShaneHarmon) January 11, 2019

We'll tell you after the break pic.twitter.com/2nxh6RsgIF
— HBO (@HBO) January 10, 2019

pic.twitter.com/Jipj7Ssfg0
— HBO (@HBO) January 11, 2019

pic.twitter.com/5L1wyn2qqO
— HBO (@HBO) January 10, 2019

When you're here, you're pic.twitter.com/GHN2IZo4gg
— HBO (@HBO) January 10, 2019

pic.twitter.com/NRIZO5sjWb
— HBO (@HBO) January 10, 2019

pic.twitter.com/wV64HUadnR
— HBO (@HBO) January 10, 2019

pic.twitter.com/vcGs0VbyGk
— HBO (@HBO) January 10, 2019

pic.twitter.com/StD57AmcQX
— HBO (@HBO) January 11, 2019

👮🏻‍♂️
— Roger Federer (@rogerfederer) January 10, 2019

My Sopranos nickname! https://t.co/s9nM3d7Avk
— Jake Tapper (@jaketapper) January 10, 2019

Amazing pic.twitter.com/9aCIr6dRDM
— Nat Geo Channel (@NatGeoChannel) January 11, 2019

Amazing. Danke, #TheSopranos! https://t.co/UTRAx8WK22
— FC Bayern US (@FCBayernUS) January 10, 2019

Prfect https://t.co/we7DpoRLne
— jack (@jack) January 10, 2019

Thank you, @HBO. I am at the tattoo parlor now making this permanent. https://t.co/GiFtmaQW73
— Suzanne Cryer (@IamSuzanneCryer) January 11, 2019

Please refer to us as such from now on.
Thanks. https://t.co/umSJ1ZcbGt
— Adweek (@Adweek) January 11, 2019

From this point forward, I am... https://t.co/eIXSNg2TWK
— Alex Shibutani (@AlexShibutani) January 10, 2019

The best twitter thread ever?? @HBO https://t.co/ki37HFWZia
— The Startup Van (@Startup_van) January 11, 2019

I never read comments...but this one got me scrolling for days. Awesome! https://t.co/qf2qdgZm6v
— Meghan's Alter (@megmc_1007) January 10, 2019

Me: “Why are people lining up to get dunked on by a fast food restaurant?”

Also Me: “Yeah sure I’ll take a Sopranos nickname”
— Dennis Tracy (@dennismtracy) January 10, 2019

Its not a thread, its @HBO. #GoldStandard right here!! https://t.co/m4PUnkhUUo
— Praveen Mysore (@Thokkalodhi) January 11, 2019

The @HBO social media team should be showered in bonuses. A+ idea and execution. Take notes, #employerbrand and #recruitmentmarketing peeps... https://t.co/VxeQMETG9Y
— Josh Zywien (@JoshZywien) January 11, 2019

The End pic.twitter.com/zBRbtoxIlx
— HBO (@HBO) January 11, 2019

A belated Merry Christmas, you pic.twitter.com/iXZDrt1XBB
— HBO (@HBO) January 10, 2019

pic.twitter.com/retThKH2Lb
— HBO (@HBO) January 10, 2019

pic.twitter.com/K7eS4RkXFe
— HBO (@HBO) January 10, 2019

pic.twitter.com/INnQF2RGAm
— HBO (@HBO) January 10, 2019

oh hey, pic.twitter.com/M9vvYfYzeq
— HBO (@HBO) January 10, 2019

pic.twitter.com/vcyV3ZBE3a
— HBO (@HBO) January 10, 2019

GOOD MORNING! pic.twitter.com/M9IN9dFg0R
— HBO (@HBO) January 10, 2019

👯‍♀️ https://t.co/cIM7UgnuFJ
— Laura Dern (@LauraDern) January 10, 2019

pic.twitter.com/gINfULlgYX
— Macaulay Culkin (@IncredibleCulk) January 10, 2019

This feels right
— Jon Favreau (@jonfavs) January 10, 2019

👏👏👏 pic.twitter.com/9Uwl2SKxfT
— Television Academy (@TelevisionAcad) January 10, 2019

pic.twitter.com/buYetTmu2h
— Lin-Manuel Miranda (@Lin_Manuel) January 10, 2019

Of course that would be my SOPRANOS name. https://t.co/8wVi52Z64U
— Doug Benson is at the SF Punch Line this Saturday! (@DougBenson) January 10, 2019

Believe it or not, this is what the #Doggfather @SnoopDogg has called me. https://t.co/HUwLLNnt8e
— Rich Eisen (@richeisen) January 10, 2019

My Sopranos nickname 😭😭😭 https://t.co/GTN8BL7KSt
— Ira Madison III (@ira) January 10, 2019

the replies to this have made my day/week/month https://t.co/KBz0T0Vac8
— Katie Calautti (@katieisms) January 10, 2019

Read this thread if you having a bad day it's hilarious https://t.co/6rgeWLm5CX
— Andrew Harbaugh 🐊 (@MandrewNFLDraft) January 10, 2019

This is the most pure thing. 😂
— Troy Rawhiti-Connell (@TroyRF) January 11, 2019

Someone give HBO's Twitter team a pay rise. https://t.co/0VMGur0ENj
— Sarah Doran (@sarahisnothere) January 10, 2019

When anyone says says fun, engaging mobile storytelling is too hard for entertainment brands & IP, show them this thread 👇🏼👇🏽👇🏾 https://t.co/nMuObwIsbD
— Anna Higgs (@AnnaEHiggs) January 11, 2019

HBO has won Twitter today, this thread is perfect! #Sopranos20 https://t.co/GD8tBDsWFo
— Mike Radoslav (@MikeRadoslav) January 10, 2019

Mob Nicknames

MOB NICKNAMES

To celebrate the 20thanniversary of the Sopranos, we sent out a single tweet offering mob nicknames to whoever wanted one. 24 thousand replies later, we created one of the great Twitter threads of the year.

RESULTS

24.4 thousand comments

300 million potential impressions

CASE STUDY

PRESS

THE TWEET

THE NICKNAMES