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April 22, 2019

Out of the Box Marketing Campaigns that Worked – Round 2 – Let’s get Vampy!

For all of you Truebies (True Blood fans) out there, let us send our condolences for the end of an era of sexy vampires, southern accents and lots of sweating in the bayou. #TruetotheEnd However, even though HBO’s True Blood has said farewell, the marketing campaign reigns supreme as one of the best in television.

season-3-poster-get-your-fill

It was carefully crafted, designed and implemented over the seven year run of the series. Before the series premiered, HBO built intrigue through creative advertising by treating the True Blood environment as factual.  The series targeted horror bloggers before the launch of the show and sent them packages containing fake blood samples accompanied by cryptic messages and a link to a website supposedly designed to connect real life vampires.

These carefully targeted packages set the internet ablaze. But the ingenious campaign continued with well-placed missing posters, billboards for the synthetic blood consumed in the show, and even advertisements that featured pop off stakes to defend against vampires. Every piece of collateral was designed with precise branding in mind.

true blood stake

But the creative marketing didn’t end once the show got off the ground. Future advertisements featured simplistic design with fun, tongue-in-cheek tag lines. They were creative, stylish and dare we say it…whimsical. HBO even turned a fountain blood red in Romania to announce one season.

True-Blood-Romanian-Fountain-1

The universe was further immersive with an active online presence that included a blog for newly turned vampires, websites supposedly run by pro and anti-vampire organizations and early adoption of Instagram and Tumblr. They filled our world with creative hashtags like #makersday (a maker is someone who turns you into a vampire) and #waitingsucks.

Website for Fellowship of the Sun, an anti-vampire organization in the series.

Website for Fellowship of the Sun, an anti-vampire organization in the series.

Their creative stride never waned, and even the final season’s ads were focused on the fans and establishing a total package that supported the True Blood world. It’s a marketing campaign for the ages, and in the words of True Blood’s marketers, “Goodbyes Suck.”

Check us out in a few weeks for the third installment in our series, where we’ll learn the value of a dollar.