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.