At SXSW 2012, we ran a social media scavenger hunt to promote Girls, a new show from HBO. People followed, tweeted, and retweeted for free food & drink, eventually earning the show nearly five thousand followers in less than a week. Within two weeks of its premiere, Girls was renewed for a second season.
Our objective for launching HBO’s campaign for GIRLS, was to engage the crowds at SXSW 2012 by utilizing the show’s Twitter handle @girlsHBO. We partnered with local Austin vendors to give away free food and drinks to festival attendees who followed @girlsHBO on Twitter.
Since GIRLS had not premiered prior to SXSW it was an exciting opportunity for us to introduce the brand’s voice and charm to potential fans and advocates. At its core our promotion aimed to capture the spirit of the show, engage with the show’s target audience, and ultimately create a base for future promotions.