Silicon Valley

#SlicelinePlay the video
11.6mImpressions
18.9kMentions
714Deliveries

Getting fans involved by delivering an experience straight from the show.

Objectives

HBO's Silicon Valley debuted Season 5 in a big way with the show's fictional company Pied Piper acquiring a smaller pizza delivery startup named Sliceline. HBO wanted to bring Sliceline to life the day after the premiere to create massive buzz and awareness around the new season.

Solution

HBO teamed up with Fooji to deliver over 700 Sliceline branded pizzas across markets via drone and car. Fooji facilitated the creation of Sliceline boxes identical to the ones in the show to bring an immersive experience to fans in San Fransisco, Los Angeles, and NYC.

Results

With a #1 United States trend, #Sliceline drove 12,069 engagements and brought in 7,949 participating fans and 217,011 branded microsite page views. The activation drove national attention with write-ups from Adweek, Bloomberg, Eater, and more.

The fan reactions

Check out fan content from the campaign

just got a very special delivery from @gofooji and @SiliconHBO 🍕🍕🍕#sliceline 🍕
Drones drop off pizza in San Francisco as part of @SiliconHBO promotion. hnbcbay.com/s6HGGNL #SiliconValleyHBOtwitter.com/i/web/status/9…
Nationwide
Television
Awareness
Buzz
Engagement
Tune-In

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