MOBI 2010 Best Mobile Creative, Branding Finalist: PHD & Medialets / HBO's True Blood
HBO – True Blood Season 3
Agency: PHD
Challenge
As HBO prepared to launch the third season of the critically acclaimed series, True Blood, it was imperative that the marketing campaign excite existing fans, intrigue the uninitiated, and garner the attention of the industry to boost awareness and drive tune-in. The popular program had set a high bar in previous seasons and the goal was to drive viewership beyond the last season’s premiere.
Approach
By providing fans with media driven experiences that unlock and incite the rabid fan base’s “fangelism” – sparking conversation, accelerating interest, and garnering attention for the series.
Solution
PHD partnered with Medialets to create a unique,
first-to-market, mobile rich media experience. The rich media ad, developed by
Medialets, used a “transparent overlay” feature to inspire a surprising and
impactful interaction allowing the users to get a sense of the bloody world of
Bon Temps, ultimately driving users to view the series’ trailer. Together, PHD
and Medialets, identified key app publishers that could support the execution
while reaching entertainment industry enthusiasts and professionals.
Results
- The premiere brought in over 5.1MM viewers, an astounding 38% increase over last season’s premiere and a 19% boost over last season’s average viewership.
- 70 people tweeted referencing the True Blood mobile ad, which reached over 83K people (source: TweetReach) and thus achieving the campaign approach of sparking conversation by inciting the fan base.
- The interest continued with over 12,000 views of the ad on YouTube
- Two versions of the ad ran (auto-expand and user-expand) with Interaction Rates reaching 98% and 11%, respectively.
- The average Time Spent (both auto-expand and user-expand) of the ad was 23 seconds
- For users who received the auto-expand ad 7.9% clicked to watch the video, which was impressive for an interruptive experience. 2.9% of users who received the user-initiated ad clicked to watch the trailer.
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