HBO got a plug during the 67th Primetime Emmy Awards on Sunday night.
Looking to test out HBO CEO Richard Plepler's claim that he doesn't care if people share passwords to the premium cable network, host Andy Samberg gave out a working login to the company's over-the-top service, HBO Now.
HBO was given a heads-up that a stunt involving the network would take place, but was not given details, according to a person familiar with the situation.
HBO Now received 8,110 mentions on Twitter following Mr. Samberg giving away the information, according to Crimson Hexagon, a social media analysis firm.
NOW (@hbonow) September 21, 2015
And Applebees joined in on the conversation.