By the end of season two, “True Blood” was embedded in pop culture with an average of 12 million viewers an episode. DK was asked to keep the momentum going and continue to grow the show’s fan base.

OBJECTIVE

Drive tune-in with existing loyalists while enticing a whole new audience.

SOLUTION

While monitoring social media chatter about the show, we discovered that pop culture icon Snoop Dogg was a huge fan. DIGITALKITCHEN partnered with The Dogg Father to create a music video, “Oh Sookie,” as a tribute to the show’s main character: Sookie Stackhouse.

RESULTS

The music video received over one million YouTube views within 24 hours of release and more than 2.4 million views to date. The buzz continued online with references and links appearing on New York Times, Entertainment Weekly, The Huffington Post, and Perez Hilton websites. The lyric’s received “Quote of the Week” in US Weekly as well. The audience grew 3% above season two and 67% above season one to average 13 million viewers an episode.

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