HBO - Veep

HBO - Veep

Veep Influencer Program

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.

Responsibilities

Creative • Production

The box featured a presidential seal and appeared to be official. Each pillow was hand stitched with the recipient's first name in the upper corner.

The pillow was an instant hit in Washington, with the likes of Arianna Huffington tweeting photos from their offices.

Speaker of the House John Boehner actually photographed it on his sofa in the Capitol and tweeted at Julia Louis Dreyfus

... and Julia Louis Dreyfus hopped on board.

If you look closely, you can see that Jake Tapper's pillow made it onto the sofa in his office at CNN.