The Gossip Girl reboot is set to hit screens in July, to create buzz the streaming service (HBO Max) teamed up with the messaging platform Community. In true noughties throwback fashion fans are prompted to call or text the number +1 (917) 809-4277 in order to receive news and updates ahead of the show launch date in July, with the messages sent in the same Gossip Girl tone fans of the show are familiar with.
The mechanic not only allows the campaign message to be driven at scale but in turn also creates an engaging immersive experience in line with the shows premise and plot. But it’s not the first time Community teams up with a TV show, in February the platform had a campaign to promote the final season of Shameless by letting fans join a Group Chat with the shows main characters. With the P-word changing how TV networks engage with audiences, SMS has proven to be an effective method to still drive engagement at scale.
