- HBO responded to tweets from 2012 that were asking for a standalone subscription service for the channel.
- The selected 13 tweets—all from June 2012—showed how much the user was willing to pay for a monthly service with the hashtag #takemymoneyHBO.
- The stunt is leading up to the launch of monthly subscription service HBO Now—which the 2012 users were begging for—expected to launch this month.
As intended, HBO Now likely gained subscribers from the followers it contacted. Plus, the network received good publicity by showing its commitment to customer service by tracking them down.