This week marks the return of HBO‘s Girls (and the many, many articles telling us why we should love it, hate it or stop complaining about it). We don’t really have too many feelings about the show one way or the other, but we would like to point out the creative promo contest dreamed up by HBO and Urban Outfitters:
The two brands, which happen to have similar Millennial (and, let’s face it, largely female) target audiences, will provide one lucky winner with a full apartment makeover and a year’s worth of free rent–all fans have to do is follow both accounts on Twitter and tweet Instagram shots of themselves in their totally awesome apartments along with the hashtag #UOxGIRLS to enter! (We would mention that said “makeover” is really just a $5000 gift certificate to Urban Outfitters, but hey–ironic t-shirts might double as wallpaper.)
Jezebel reminds us that the Girls themselves are way too concerned with “authenticity” to shop at UO and that HBO’s various product placement and promotional deals go against the show’s hyper-realistic, anti-consumerist tone.
This is probably true. But it’s still a pretty good idea for a campaign.