Gossip Girl Reboot Launches Viral Marketing With Mysterious Phone Number

Gossip Girl Reboot Launches Viral Marketing With Mysterious Phone Number

HBO Max’s Gossip Girl reboot teased fans by sharing an official phone number for them to text and receive updates from NYC’s most illustrious blogger.

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HBO Max’s Gossip Girl reboot launched a hotline for fans to text with NYC’s most illustrious blogger. The highly-anticipated reboot was first announced in July of 2019, revealing that it’d be based in the same world as The CW’s original hit. The story originated from young adult novels by Cecily von Ziegesar, flaunting the dramatic lives of privileged teenagers in Manhattan’s Upper East Side through the lens of an unknown “gossip girl.”

The new Gossip Girl is set to premiere in of July 2021. Original cast members like Blake Lively and Leighton Meester have not been confirmed to return, but Kristen Bell is once again providing her iconic voice. The series will have guidance from the original team with co-creators Josh Schwartz and Stephanie Savage executive producing and producer Joshua Safran serving as showrunner. Even the marketing seems to be influenced by what came before.

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On Thursday, Gossip Girl teased fans on social media with a quick clip flaunting the aesthetic of the new show in closeup shots. The phone number +1 (917) 809-4277 was left in the caption. Upon texting the mysterious hotline, users receive this message:

“So happy to hear from you. Consider this the official Gossip Girl hotline, and you better believe things are about to get hot this summer. I can’t wait to show you what I’ve been cooking up. Click the link to be added to my list to start getting my blasts. P.S. You know I like to keep you fed, so save your appetites for a little treat coming your way this Friday. XOXO, Gossip Girl”

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Sleep tight, sweets. Teases are temporary. Text me. XOXO (US/Canada only) pic.twitter.com/6IZuLnIZ1H

The original tweet has since been deleted and replaced with one that merely promotes the phone number. “Sleep tight, sweets. Teases are temporary. Text me. XOXO,” the caption read. It’s unclear if the first post was a mistake or a part of the marketing team’s master plan. Of course, everyone began to speculate about what was coming on Friday. Clearly the new Gossip Girl incarnation is aiming to use bold promotional strategies like its predecessor.

During its run, The CW’s Gossip Girl rolled out one of the most memorable marketing plans of all time. The team opted to fight fire with fire, combating critics who called the show inappropriate by using their very remarks in ads. Damning quotes from critics like “very bad for you” were set on top of scandalous images from the series. While these ads wouldn’t be as bold in 2021, over ten years ago they were considered shocking.

Of course, HBO Max’s marketing campaign is only just amping up. Playing on the show’s mysterious narrator is a smart way to start as it immediately places fans in the gossipy world of the Upper East Side. They’re certainly not the first brand to share an official phone number. It’s a widely used ploy at this point, employed by superstars like Miley Cyrus and TV phenomenons like Stranger Things. On the other hand, if Gossip Girl keeps the gag going and has Gossip Girl interact with fans as the show is airing, it could turn things up to the max level.

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Link Source : https://screenrant.com/gossip-girl-reboot-phone-number-text-message/

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