HBO
How to Make It in America T-Shirt Contest
Type of Campaign:
User-Generated Content Creation Contest
Challenge
The second season of “How to Make It” premiered 10/2 on HBO and presented a significant opportunity to broaden the audience and grow the online fan base using social channels to spread the word. The show appeals to a young, digitally savvy audience that is interested in fashion, art, music, and hip, urban lifestyles. HBO wanted to provide fans with an experience that will showcase the passion and creativity of burgeoning artists and give the potential audience something to talk about to help spread the word about the show. Solution
In order to promote Season 2 of How to Make It in America as well as the Season 1 DVD release, Stuzo | Dachis Group developed a promotion to ask users to create the next official t-shirt for the show. This solution will gives the show’s audience the opportunity to showcase their creative passion and compete head-to-head against other artists. Finalists will then have to “hustle” to get votes from family and friends to separate themselves from the pack. Show us your threads! Results
Nearly 100 custom t-shirts were designed and uploaded in the first 48 hours - check back for updated metrics, and to see the winners at the end of the second season!
