“Create Buzz.” That was the brief from HBO, and more than enough to inspire a groundbreaking, non-traditional campaign that created a world where vampires were not only among us, they had disposable income.

Objective

Increase viewership and get people talking about True Blood.

Solution

If vampires really lived among us, why can’t they be marketed to just like any other demographic? The answer: they can. Courting brands to align the campaign with was a huge gamble. Who would be interested? We approached several major brands, and six had the courage to create vamp-centric ads that echoed the show’s dark sense of humor. Ads targeting vampire were featured on billboards, bus shelters and in publications, and backed by a series of online videos.

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