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Generating buzz unconventionally

HBO wanted to generate some influencer buzz around the premiere of Veep Season 4. Once a show has been on air for a while, it’s harder to get the usual suspects to take notice. So we bypassed the TV bloggers and sites entirely. Given the political nature of the show, we decided to target actual politicians and political reporters with a tacky, personalized needlepoint pillow from Julia Louis Dreyfus’ character, Selina Meyer, herself.

The box featured a presidential seal and appeared to be official. Each pillow had the recipient’s name hand-stitched on the top.

Arianna Huffington tweeted a picture of the pillow on her sofa. Jake Tapper put it in his office, and John Boehner and JLD ended up trading tweets about our beautiful pillow.