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#9 True blood: revelation Brand: HBO / Creative Partners: Campfire Ÿ And Company The OMFG! Factor: What made the marketing campaign for HBO’s first season of True Blood so remarkable was the way it was woven into the mythology of the show itself. Vials of a mysterious red liquid with messages in a “dead language” were mailed to goth and horror bloggers, leading them to a “vampire-only” website called BloodCopy.com. Videos featuring “real vampires” debating whether or not they should reveal themselves to an unsuspecting human populace were “leaked”. An outdoor poster campaign promoting a new beverage called TruBlood (available for sale at www.trubeverage.com) and featuring PSAs supporting equal rights for vampires appeared in major metro areas—none of which ever mentioned the TV show. By creating a complex back story about a synthetic beverage that enabled vampires to “live among humans,” HBO and their creative partner, Campfire, were able to tap into an existing community of horror aficionados and organically build an audience that made True Blood one of HBO’s most anticipated and successful show debuts. Steal this: • Find the “niche” audience that is super-passionate about your product or mission, and explore ways to intrigue, inspire, & deeply entertain them. • Invest in really good story-telling.

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