HBO is home to some of the most beloved characters and shows of all time. So when it came time to defining the brand voice, we did what HBO does best—made it a little weird, honestly.

It worked and HBO’s persona quickly transformed from dry-as-the-sands-of-Dorne to “your social person deserves a raise” in the comments. We became our own biggest-fan, made millions of new friends, and became a leader in social within the entertainment space. We also won a Webby for best overall social presence. Pretty cool.