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HBO: Sopranos Nicknames

Celebrating the series’ 20th anniversary



The Sopranos first aired in January or 1999. 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.


Our viral Twitter stunt received:

24k+ replies

300M+ impressions

(all organic)

Coverage from Fast Company, The Daily Mail, Ad Age, BuzzFeed and more…

Celebrity participation from Hamilton’s Lin-Manuel Miranda to American Journalist Jake Tapper.

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