Hollister Co. & AwesomenessTV Release New Series to Launch Partnership
Hollister Co., the global retail brand celebrating the spirit of endless summer, announced the launch of their exciting and innovative partnership with AwesomenessTV. Together, the retailer and entertainment company are creating a bold one-of-a kind series and an integrated campaign aimed at inspiring the Gen Z audience. The original 24 episode docuseries, This Is Summer, premiered Saturday, May 20th on AwesomenessTV’s YouTube channel. The episodes, 8-10 minutes in length, are shot and optimized for mobile viewing. Filmed in San Francisco, This is Summer follows a group of seven high school juniors and seniors as they navigate some of the most important and adventurous times of their lives. The teenagers spend their summer traveling, playing music, meeting friends, and exploring “what’s next?” Hollister and AwesomenessTV will also release songs and music videos inspired by the show featuring original and cover songs from the cast and Awesomeness talent. The soundtrack will be available to stream on Spotify® and will play in Hollister stores later this year. In addition the cast will be dressed in Hollister and customers will be able to discover and shop their looks throughout the run of the program from Hollister’s social channels. Throughout the series, Hollister and AwesomenessTV will engage their fans through unique brand activations and events. At VidCon, the world’s largest online video conference for fans, creatives and industry professionals taking place June 21-24 in Anaheim, California, the brands will co-sponsor a concert series on the Awesomeness Festival stage and offer cast meet & greets, product giveaways, and more. “At Hollister, we aim to create rich brand experiences for our teen customer. Awesomeness has incredible reach with Gen Z offering Hollister a great opportunity to engage with customers in a new and authentic way,” said Kristin Scott, Brand President of Hollister Co. “This initiative incorporates a variety of ways for fans to connect and engage with Hollister, from product integration, to original music, to unique experiences. We are confident that our content will resonate with our customers and create additional brand relevancy across the teen market.” "This partnership with Hollister is an exciting step for us as we continue to engage with Gen Z on their favorite platforms with their favorite brands," said Paul Kelly, Chief Partnerships Officer, Awesomeness. "From the picturesque location and California cast, to the importance of music throughout the series, This is Summer highlights everything Gen Z loves."