True Blood: Revelation
On September 7, 2008, HBO premiered True Blood, a new series about vampires from creator Alan Ball (Six Feet Under). In the show, a synthetic blood beverage called “Tru Blood” allows vampires to walk among humans. HBO faced some specific communications challenges marketing True Blood. Primary among them was creating awareness, building buzz and ultimately driving tune-in.
Also, since the vampire genre skews quite young, they needed to identify and attract a new, harder-to-reach demo. We responded to the challenges by launching an integrated event-level marketing campaign designed to explain the back story behind how vampires discover, market, and ultimately use “Tru Blood” to integrate with society. By leveraging all available promotional platforms to generate wide-scale awareness and broaden the audience of a “genre” show, we enabled a deeper engagement with the show from the outset and built an early and loyal audience.
For more information contact Simone Oppenheimer at soppenheimer@campfirenyc.com or 646 837 0340.
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