By continuing to use this site you agree to our Cookies Policy.
Trends

How to Become America’s Favorite Intern

November 7, 2021
Mae Rice

It feels like this email lifted HBO Max’s brand — and shifted American culture as we know it — at least as much as Mare of Easttown. And it was way cheaper.

Table of Contents

This is an excerpt from MarketerHire's weekly newsletter, Raisin Bread. To get a tasty marketing snack in your inbox every week, subscribe here.

This is the tweet of the week, and maybe the year, for a few reasons:

  • It gets increasingly fun as you read
  • It’s from a verified customer service account, but uses a red heart emoji (rare aesthetic!)
  • Last but not least: It got retweeted 10,000+ times

What the heck happened here?

On Thursday night, HBO Max sent out an accidental email:

Subject line: Integration Test Email #1

Body: This template is used by integration tests only.

Obviously a mistake, and a harmless one. But Twitter went crazy over it.

It was basically begging to be memed, and memed it was. Chatter about it reached such a fever pitch that HBO Max commented — and engagement soared.

Think not just retweets, but replies. Many started “Dear intern,” and that became a meme unto itself. One that may have reached Monica Lewinsky?!

Our takeaway

It feels like this email lifted HBO Max’s brand — and shifted American culture as we know it — at least as much as Mare of Easttown. And it was way cheaper.

This intern is going to be a CMO one day.

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

Hire a Marketer
Join MarketerHire Today
We'll match you with a perfect expert.