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.