Would ‘Girls’ Characters Hannah or Marnie Shop at Urban Outfitters?
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HBO is promoting the return of Lena Dunham’s series “Girls” on Jan. 13 by planting itself where the “real” girls are — working with youth and female-oriented brands like Soul Cycle, Drybar and Urban Outfitters.
Flagship Urban Outfitters stores, for example, will include “Girls” displays with character-inspired nail art appliques and codes to download episodes from the first season. HBO is running a social-media campaign over Instagram and Twitter is offering winners free rent for a year and gift cards to Urban Outfitters.
SoulCycle will run a series of “Free Girls” events in New York and Los Angeles leading up to the second-season premiere, using the show’s theme song in the classes. And Drybar will offer free blowouts, champagne and giveaways at its 25 shops during HBO “Happy Hours” Jan. 11-13.
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