“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.
RESULTS
The campaign went on to win IAB MIXX Best in Show and the 2010 Gold Effie for Entertainment. The show’s average audience more than doubled over season one, with the season two premiere becoming the most watched original program on HBO since the series finale of the Sopranos two years previous. Tony Soprano: True Blood just ate your heart out.
CASE STUDY
True Blood
Season 2 Marketing
2010 Gold Effie Award
2010 Best in Show MIXX Award
2010 Webby People’s Choice Award
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