HBO
“The Sopranos Nicknames”
Twitter Activation
(2019)
Agency: ENGINE (fka Deep Focus)
Creative Leads: Scott Jones and Ashley Tyra
Production Lead: Caroline Garrett Franco
Mob nicknames for the masses.
To celebrate the 20th anniversary of The Sopranos, we sent out a single tweet offering Soprano-worthy mob nicknames for whoever wanted one. Over 24,000 people replied, including Roger Federer, Lin-Manuel Miranda, Emily Nussbaum, Blake Griffin, Macaulay Culkin and a big chunk of brands on Twitter.
We wrote, designed and posted over 100 nicknames in real time, creating one of the great Twitter threads of the year.
To quote the nice people at Fast Company: “Look, Brand Twitter rightfully gets a lot of flack. It tries too hard. It’s too gimmicky. It’s manufactured human interaction. But this? THIS. This was goooood.”
Case Study
The Tweet
Click the tweet to scroll at your leisure or check out some of the responses below.
The notoriously kind people of Twitter took notice, too.
And the press picked it up and said some very nice things.
The End
Press & Awards
The One Show 2019
Bronze - Social Media - Craft/Writing
Clios Entertainment 2019
Gold - Television/ Streaming: Digital/Mobile & Social Media Technique/Copywriting
Bronze - Television/ Streaming: Innovation
Bronze - Television/Streaming: Social Media Single Platform
Shortlist - Television/Streaming: Social Media - Single Post
Clio Awards 2019
Silver - Social Media - Single Platform
Bronze - Digital/Mobile & Social Media Technique
Cannes Lions 2019
Shortlist - Social & Influencer Lions - Co-Creation & User Generated Content
Shortlist - Social & Influencer Lions - Breakthrough on a Budget
Shortlist - Mobile Lions - Content for User Engagement
Shortlist - Direct Lions - Use of Social Platforms
D&AD Awards 2019
Shortlist - Digital Marketing - Use of Social Media
The Webby Awards 2019
Nominee - Television & Film
Nominee - Real-Time Response
The Drum Social Buzz Awards 2019
Winner - Best Use of Twitter Winner - Best Viral
OMMA Awards 2019
Winner - Best Viral Campaign
The Shorty Awards 2020
Bronze - Real Time Response
Finalist - Best Online Community