The Sopranos is the greatest television show ever created. For its 25th anniversary our goal was to develop a campaign that drove engagement around the brand, and introduced an iconic program to new audiences

How do you introduce Tony Soprano to an entirely new audience, 25 years later? Simple. You take the greatest television series ever made and deliver a full-scale media campaign that reconnects with long-time fans, and introduces the show to new fans in a language they understand. From live streams featuring Tony's favorite ducks, to podcasts featuring Meadow and AJ, to launching a Tik Tok account, our goal was make sure social media users young and old understood why so many people love Tony's family.

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Re-introduce "The Family" into modern culture. The strategy was to increase association of HBO attribution in product & boost Max brand health. Lift social volume on The Sopranos by 415%. Increase viewership and engagement on platform by 25%. Our results showed 222% increase in social conversation volume, Wikipedia page views totaled 317k during January (22% increase), and 19.2M video views, 1.4M engagements and 3M impressions across social.

Schedule a Sopranos marathon on HBO (1/5-1/11). Release never before scene content from the show exclusively on HBO.com during this time. Re-aired Food Network programming featuring cast members from the show. Debuted a Sopranos Tik Tok page where we repackaged every episode from the show into 25 second minisodes, and published them throughout January and February. Select cast members were featured during this year's Emmys. And finally, we reunited the cast at Di Nico's in NYC for a 25th anniversary dinner celebration that also featured members of the press.