07.07.09

HBO's "True Blood" vampire product stunt campaign

Out-of-Home Ads, Consumer

Digital agency Digital Kitchen created this billoard, print and banner ad campaign to launch the second season of the popular series. Immersing consumers in the fantastic world of True Blood, the vampire product stunt campaign blurs the lines between reality and fiction, targeting vampires as everyday consumers. Through a series of faux product ads, the campaign speaks to the heart of the show—that vampires are living among us.

In order to reach fans, as well as the unconverted, HBO partnered with influential marketers of major household brands, including Ecko Unltd, Geico, Gillette, Harley-Davidson, MINI, Gillette and Monster.com to put a strategic twist on a traditional advertising initiative. The campaign features faux advertisements selling well-known products and services directly to vampires. The reality-bending ads feature the individual brand’s easily recognizable ad creative but sell faux, specialized versions of the companies’ products. Web links featured on each of the faux advertisements lead consumers to the official True Blood home page on HBO.com—a subtle hint about the true source of the advertisement. The campaign includes a series of viral videos and microsites (Fellowship of the Sun, Bloodcopy and American Vampire League).

Jeff Long, writer/executive creative director; Camm Rowland, creative director; Jason Esser/Aaron Becker/Anthony Vitagliano, designers; William Faler, Web designer; Kara Stallings, producer; Andrea Biderman, senior producer; Don McNeill, executive producer; Todd Brandes, director of business and production strategy; GEICO/MINI/Harley-Davidson/Ecko Unlimited/Gillette/Monster, co-brands; HBO, client.

www.d-kitchen.comwww.hbo.com/trueblood