Given the premiere date of Season 2 on January 13, HBO harnessed the popularity of the New Year’s Eve holiday in the subversive tone of the series with “anti-resolutions," designed to inspire engagement.#resolutionsGIRLSbreak marked the next evolution of Season 1’s #mistakesGIRLSmake. The #resolutionsGIRLSbreak campaign extended OOH, highlighting the characters’ own likely-to-be-broken resolutions, short promotional videos of the characters’ #resolutionsGIRLSbreak, and booths at city screening events where fans could capture their own #resolutionsGIRLSbreak in the spirit of the show. The hashtag inspired fans to share their New Year’s resolutions while staying authentic to the un-aspirational tone of the series. The integration across digital, social, and OOH platforms helped #resolutionsGIRLSbreak become a tentpole to the campaign, extending to the red carpet of the Season 2 premiere, where cast and crew shared their own on the fly.
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