DIG DEEPER by BBDO New York for HBO

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DIG DEEPER

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market United States
Agency BBDO New York
Director Tim Godsall
Art Director Marcel Yunes
Copywriter Rick Williams
Producer Line Producer Mala Vasan, Colleen O’Donnell
Editor Geoff Hounsell
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Viral Marketing Bronze

Credits & Description

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.