HBO: Gossip Girl
With DIVE Networks, HBO Max launched the Gossip Girl reboot with a multi-faceted activation via Twitter Billboards. This 2-day campaign featured a jaw-dropping fashion show live stream that roadblocked digital billboard spectaculars Nasdaq, Thomson Reuters, and 20 Times Square in NYC. Post premiere, fans were encouraged to Tweet their best Gossip Girl takes using #xoxo. Fans swooned for the glamorous looks and placed themselves into the scandalous and salacious plot. The on-platform experience of interacting with Gossip Girl was brought to life with live feed Tweets in Times Square.
It was a monumental success and pride to provide a unique fan experience that incorporated premium inventory, live streaming, and cheeky content. The first of its kind activation brought a fashion show to the screens, and allowed fans to bring themselves into the universe of Gossip Girl, using Twitter to do so.
July 7-11, 2021
New York, Los Angeles
Photobook
