HBO enlists female-skewing brands to plug return of "Girls"

01/6/2013 | Advertising Age (tiered subscription model)

HBO has tapped three brands popular with young women -- Urban Outfitters, SoulCycle and Drybar -- as marketing partners for Sunday's second season debut of "Girls." The promotions include flagship Urban Outfitters stores' featuring "Girls" displays and a social media contest with prizes including gift cards to the retailer; SoulCycle's holding "Free Girls" events in New York and Los Angeles and playing the series' theme music in classes; and hair salon chain Drybar's running a series of "Happy Hours" this weekend with free blowouts, champagnes and giveaways.

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