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Emmys: How HBO Handled the Andy Samberg Password Joke

HBO dominated the Emmys with “Veep,” “Game of Thrones” and “Olive Kitteridge” Sunday night. So it shouldn’t be a surprise that there was an active audience ready to jump on a chance to explore the choice content when host Andy Samberg announced that he was sharing “his” login information to the premium cabler’s HBO Now streaming service.

And HBO was happy to accommodate, quickly setting up an HBO Now account based on the Emmy host’s “Thrones”-themed login credentials:

Variety has learned that HBO had been tipped off that the Emmys would include a joke about password sharing, but wasn’t told what exactly it would be. Watching the program live like all other viewers, the team behind the stunt had to improvise when Samberg made his joke.

While HBO is not sharing specific stats on the web traffic success of the endeavor, there’s bad news for those who were hoping to binge-watch on Samberg’s dime at a later time: the account quickly hit login limits and has now been deactivated.

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