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Agency: Digital Kitchen

• Courteney Monroe, EVP, Consumer Marketing, HBO
• Zach Enterlin, VP, Advertising & Promotions, HBO
• Taryn Winkelman, Director, Advertising & Promotions, HBO
• Talia Gerecitano, Associate Manager, Advertising & Promotions, HBO
• Anthony D'Souza, Coordinator, Advertising & Promotions, HBO

Campaign Brief:

Objectives:
In marketing the second season of True Blood, HBO pushed the “Vampires are among us” theme forward to introduce the idea that they are now deeply integrated into human society. The challenge for season 3 was to find a way to build on that excitement and anticipation embraced by fans, and extend it into the next season, broadening the reach even further and placing the show firmly within the mainstream.

The target audience was adults 18-49. Key audience segments among the target included existing fans and potential new viewers among the vampire core fan base: “Twi-Fans” (M/F: 18-24) and “Twi-Moms” (25-49).

In order to connect with fans of the genre and with their help generate a truly event-level impact, we had to find the right mix of key tools and content which would both enable and motivate them to become true ambassadors for the series.

Since our target audience loved exploring this vampire world, we wanted to further involve them using an intricately arranged sweepstakes that would reward their loyalty and persistence. The sweepstakes would play into the themes of Season 3 and encourage participation among friends.

Strategy
The overall marketing strategy was to empower the now rabid fan base with tools that would enable them to serve as brand ambassadors to energize existing fans as well as engage new potential viewers to tune in. The campaign messaging was designed to be direct, overt and accessible to resonate with core fans, casual fans and interested non-viewers. Using a 3-phase campaign approach (Tease, Launch, Continuity), each set of components was staged strategically to roll out in phases across multiple digital platforms, generating long-lead buzz and maximizing anticipation and interaction with the core fan base.

Core elements of the integrated campaign included viral videos, a mobile app takeover, homepage takeovers, mini-sodes (exclusive content premiering between seasons), the new season 3 website, collectible fan posters (downloadable). Also among the campaign components, HBO partnered with Snoop Dogg to create a fully produced song and music video entitled “Oh Sookie” that served as a tribute to the show and cast. The video piece was promoted and picked up online through media outreach.

Each set of components was staged strategically to roll out in phases across multiple digital platforms, generating long-lead buzz and maximizing anticipation and interaction with the core fan base.

Results
Tune-In:
Exceeding all expectations, 6.4 MM viewers tuned-in for the season 3 premiere, 39% higher than the previous season, and total viewership for the episode (across multiple plays and DVR) exceeded 14 million.

HBO.com Traffic & Engagement:
During its third season, True Blood collected a total of 9.7 million visits (+16% above Season 2) and 12.9 million video views (+77% above season 2). Thanks to True Blood, August 2010 holds the record for the most monthly video streams ever recorded on HBO.com (8.2 million).

The Ultimate Fan Experience:
The True Blood Ultimate Fan Experience received 750,000+ visits and over 120,000 game plays. More than 45% of participating fans shared or invited friends and 36% sent virtual True Blood gifts. A promo code exclusively for entrants drove over $40,000 in merchandise sales at the HBO shop. The True Blood Facebook page grew by 115% over the course of the promotion to nearly 3MM “likes.”

Social Media Community:
Our fan base grew to over 5 million fans (3 million+ growth from season 2) on Facebook and pushed “True Blood” to become a genuine pop cultural phenomenon as well as a smash hit HBO series.

Link to Your Creative Materials: http://www.youtube.com/watch?v=J8tODhvb47s&feature=related