If you won't be able to tune into HBO tonight for the two-part Season 3 premiere of Girls, "Females Only" and "Truth or Dare", the cable network is offering fans a simple alternative. The network announced today that they will upload the first two episodes of the hit series to their YouTube channel on Monday, January 13 at 10 AM PST, just 12 hours after the episodes air.
The initiative is an effort to expand the show's online fanbase, instead of forcing them to catch up through the HBO GO on demand subscription service. Here's what HBO's vice president of social media and marketing, Sabrina Caluori had to say.
"For us, this is an increasingly challenging demographic to reach with traditional means."
The network is also using several social networking sites such as Vine, Tumblr, Instagram, Pinterest and their new Snapchat account (handle: girlsHBO), along with Twitter, Facebook and YouTube. Sabrina Caluori added that micro video sites such as Vine are becoming more mainstream.
"Micro video is really becoming more mainstream."
They are also turning some of their SnapChat images into GIF's such as the one below, which they are sharing with fans on their Twitter account.
They are also adding a series of videos on their Instagram account entitled "Lena On Hannah On," where series creator/star Lena Dunham shares what her character Hannah Horvath would say about timely topics. Take a look at the first video from the series below.
HBO has also rebranded the show's Tumblr page, moving away from the "What Should We Call Girls" format, which was a spin-off of a popular Tumblr page entitled "What Should We Call Me." Here's what Sabrina Caluori about the decision to change the Tumblr page.
"The What Should We Call Girls version was successful at the time, but memes, by their nature, are fleeting. The automatic fan behavior was GIFs. By opening it up to the broader theme now, we can take it to the next level."
Starting with the third episode next week, a cast and crew member will be live-tweeting throughout the show, with a Twitter Q&A to follow. Fans can submit their questions by using the hashtag #GirlsFYI. They will not be live-tweeting during tonight's premiere, since many of the cast and crew will be attending Golden Globes ceremony in Los Angeles, where the show is up for Best TV Comedy or Musical and Best Actress in a TV Comedy (Lena Dunham).