HBO was looking for some cutting edge advertising for its new “True Blood” series, and so entered Campfire. The agency created a spectacular insider campaign that had them sending mails all through May to vampire bloggers and science fiction geeks. And the mail was a piece of art with a message in an invented ancient language, which lead recipients to the website, www.bloodycopy.com. There was more. On the website, an enigmatic gatekeeper stood bold allowing only “true vampires” to get access.
It’s interesting to know that HBO is hitting its target audience straight in the curiosity bracket. Usually, something that is easily available rarely garners interest, so HBO is doing just the opposite. A cool approach, really! But there is a glitch. The “True Blood” will really have to live up to the expectations the great ad campaign is creating.
Via thirdwayblog