To play, users fill out a quick survey posed by the unseen Gossip Girl who then gives the user a nickname. After that, they're given missions where they can earn rewards for climbing New York's social ladder by attending virtual fashion shows, sample sales and club openings with their favorite characters. Players can also purchase in-game items to boost their progress and complete higher-level missions.
The introduction of the game, called Gossip Girl: Social Climbing, coincides with the January 24 season premiere of the show. After four seasons and 80 episodes, Gossip Girl has close to 8 million fans. The idea of offering a social media extension to a TV property comes as TV producers embrace the idea that a show can live in multiple media formats. Considering Gossip Girl's young audience, it's a given that most viewers are watching the show online or with their mobile phone, iPad or laptop on hand. The game also serves as marketing for the show via Facebook.