Challenge:  HBO was looking for a long-term way to gain more social share. To get beyond "water cooler chats" about last night's episode. To be culturally "of the moment". The good news: HBO's rich history of programming covered the modern life experience. Their characters could be cultural ambassadors.

Solution:  A library of pre-selected "HBO moments", built from their extensive programing history, to align with any cultural event that day. Whomever made the news - Putin, Palin or Puff Daddy - HBO was ready. #HBOhappens proved however crazy, HBO had already been there and done that.