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HBO Mare of Easttown Case Study Main Image

Background

Detective Mare Sheehan left fans on the edge of their seats while trying to solve the biggest crime Easttown, Pennsylvania, has ever seen. To capitalize on the mid-season buzz around HBO’s Emmy-nominated limited series, Mare of Easttown, we partnered up to treat fans to a Philadelphia staple.

HBO Mare of Easttown Case Study Interlude Image

@Ketzigirl

How ‘bout that?!? I tweet about how much I love #MareOfEasttown (I REALLY do!) and voila! Minutes later, a Philly cheesesteak meal shows up at my door. It’s like magic! Thank you, @HBO! #HBOGiveaway

Our solution

Sometimes, the answers you seek can be found in a cheesesteak. HBO invited fans to help solve the Easttown mystery by tweeting out their favorite moment from the series, along with #MareOfEasttown + #HBOGiveaway. After receiving an auto-reply from our platform, fans were encouraged to enter their details on the custom microsite. While waiting for their prize, fans could opt-in for an SMS reminder of the show’s start time and to check out the official trailer. Winners in New York, Los Angeles, Chicago, San Francisco, and Philadelphia enjoyed that night’s episode with a branded to-go container filled with a traditional Philly cheesesteak, chips, and a postcard delivered to their doorstep within one hour of social participation. And fans outside our delivery zones didn’t miss out either. They won a $20 digital DoorDash gift code to order Mare’s favorite meal—which she would argue pairs perfectly with a Rolling Rock—just in time for the episode.

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

@Ketzigirl

@divachic2k

Thank you @gofooji x @HBO! I’ll be tuning in tonight at 10pm happy and healthy! #MareOfEasttown

@Cambear

Thanks #MareOfEasttown and @HBO! Getting in the mood for tonight’s episode! @gofooji

@sporkburrito

Many thanks to @HBO and @gofooji for sending over a Philly cheesesteak in honor of the last two episodes of Mare of Easttown!! I missed last week’s so I’m catching up now. #MareOfEasttown

Highlights

- Fulfilled 3,487 prizes nationwide in 6 hours - Quick participation and excitement earned #HBOGiveaway an organic #1 trend

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