Gossip Girl screening & after party
Leveraging the power of media partnerships, influencer outreach, experiential efforts, and organic digital and social extensions that touch on the themes highlighted throughout, we were able to create a campaign that ultimately invoked curiosity, longevity pre-premiere and in-season awareness and conversation and subsequent viewership amongst the target audience.
What we did
We developed concepts that introduced and amplified the series via social, digital, promotional and experiential. We explored press and promotional opportunities that are aligned with the messaging and topics explored within the series, considered partnerships that were strategic and accessible to promote the series, and built a network of creative yet thoughtful influencers/content creators in the target audience to spark excitement about the series.
In collaboration with HBO Max, we hosted a special early screening of Gossip Girl Season 1A, Episode 6 and an after party at 74 Wythe in Brooklyn in August 2021 to celebrate and promote the new series. The event was attended by 200 multicultural influencers in the fashion, beauty, and arts/culture space. Along with creating a touchpoint for our target audiences to spark excitement through an authentic activation, HBO Max also partnered with multicultural talent to elevate the experience and create a space for influencers to capture post worthy content. Talent included a performance by Rico Nasty, DJ sets by BLKidTwins, photo moments with rising photographer Jacob Webster and event gifting by designer Brandon Blackwood.
Estimated total reach
Total attendees with a total attendee following of 3.5M
Total press outlets on site
Combined following of 9 influencers in attendance