Prime Tv True Blood: "DIG DEEPER" Print Ad by BBDO New York

Type of entry: Viral Advertising
Category: Viral Marketing
Advertiser: HBO
Product/Service: TRUE BLOOD
Agency: BBDO NEW YORK, USA
Advertiser HBO
Product TRUE BLOOD
Entrant BBDO NEW YORK, USA
Type of Entry: Viral Advertising
Category: Viral Marketing
Title: DIG DEEPER
Advertiser/Client: HBO
Product/Service: TRUE BLOOD
Entrant Company: BBDO NEW YORK, USA
DM/Advertising Agency: BBDO NEW YORK, USA

Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Art Director: Marcel Yunes (BBDO New York)
Copywriter: Rick Williams (BBDO New York)
Director Of Integrated Production: Brian Dilorenzo (BBDO New York)
Head Of Interactive Production: Niklas Lindstrom (BBDO New York)
Executive Producer: Diane Hill (BBDO New York)
Content Producer: Nicholas Gaul (BBDO New York)
Account Team: Tara Deveaux/Austin Scherer/Leland Candler (BBDO New York)
Production Company: (Biscuit Filmworks)
Director: Tim Godsall (Biscuit Filmworks)
Director Of Photography: Christopher Soos ()
Production Designer: Timothy Moen (Biscuit Filmworks)
Managing Director: Shawn Lacy (Biscuit Filmworks)
Executive Producer: Holly Vega (Biscuit Filmworks)
Producer: Colleen O'donnell (Biscuit Filmworks)
Producer: Mala Vasan (Biscuit Filmworks)
Digital Production Company: (B-Reel)
Editing House: (Arcade Edit)
Editor: Geoff Hounsell (Arcade Edit)

Brief Explanation
To launch HBO’s popular television series, True Blood Season 3 on DVD and Blu-ray, we created 'Dig Deeper', an interactive film that becomes the centre of a viral digital scavenger hunt.

It challenges fans to discover 60 taggable Season 3 clues embedded in the action. As they correctly identify each clue, they earn badges that update to Facebook, elevating their fan status.

True Blood fans are so connected and vocal: beating 'Dig Deeper' became a status symbol. Fans began trading answers and even creating cheat sites.

Fans spent an average of 23 minutes playing with our 38-second commercial, resulting in nearly 100,000 hours of total engagement.