After being somewhat criticized for missing the social media opportunity with season one, Girls was back this week and with a vengeance. (Be careful what you wish for, Mark Drapeau!) This time around, love it or hate it HBO’s Girls is a social media force to be reckoned with.
Capitalizing on animated GIFs, hash tags galore, a Tumblr blog, Pinterest account, GetGlue stickers and more, GIRLS harnesses the power of social media: its users. On HBO Connect, cast members did a live chat fielding fan questions.
Perhaps the biggest tie in yet has been with Urban Outfitters: take a picture of yourself, and tweet it using #UBxGIRLS for a chance to win free rent for a year and an apartment makeover from the retailer. Add in the very well done Facebook page and chats with cast members on HBO Connect (all easily sharable in social media) – BOOM! – GIRLS covers all the social media bases.
The biggest takeaways?
Knowing your audience: this is NOT the Carrie generation.
Pinterest done well can be a boon to fan engagement.
Provide a space for the audience to play: the Tumblr account grew out of fan generated animated GIFs.
What’s not to be missed is that audience grown social media content and love for shows is becoming a dictating factor not only in how brands react and promote programming but also in program longevity. Will TV finally be democratic, or do only subscription based channels have this luxury?