Additionally, TiVo challenged us to create a “viral” social interaction that would tie back to the promotional campaign yet not overtly feature the offers. Using Instagram Stories, and taking advantage of the popular screenshot-edit-tag phenomenon, we devised a fill-in-the-blank graphic allowing followers and fans to create customized answers about their friends and repost. In true buzzer-beater fashion, the teams at Hothouse rallied to create all 75 necessary assets in under three weeks and then hit the showers to watch TiVo sales soar.