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
Executive Creative Director Mike Smith, Greg Hahn, Bill Bruce
Art Director Marcel Yunes
Copywriter Rick Williams
Producer Colleen O’Donnell
Editor Geoff Hounsell
Released December 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: HBO
Product/Service: TRUE BLOOD
Agency: BBDO NEW YORK
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: 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)
Line Producer: Mala Vasan (Biscuit Filmworks)
Digital Production Company: (B-Reel)
Editing House: (Arcade Edit)
Editor: Geoff Hounsell (Arcade Edit)
Media placement: Broadcast TV - Bravo, E, G4, MTV, SyFy, TBS, CW, CBS, NBC - 23 May 2011
Media placement: Microsite - Online - 23 May 2011
Media placement: Social Media - Facebook - 23 May 2011

Describe the objective of the promotion.
To promote HBO’s popular television series True Blood Season 3 on DVD, Blu-ray and digital download, HBO needed a campaign that engaged both True Blood’s hardcore fans and newcomers alike.

It needed to reignite their excitement for Season 3 in a way TV alone cannot.

Describe how the promotion developed from concept to implementation.
Introducing 'Dig Deeper', an interactive TV commercial that becomes the centre of an immersive digital scavenger hunt. It challenges fans to prove just how much they recall from the Season 3 episodes.

First released on TV, then YouTube, then to True Blood’s Facebook page, it leads the audience to HBO.com/DigDeeper, where they’ll find a custom interactive player.

It was shot in 4x HD, which allows fans to zoom deep into the film, exploring the footage frame- by-frame to find 60 tag-able Season 3 clues. The more clues they tag, the more badges they earn that post directly to Facebook, elevating their fan status.

Explain why the method of promotion was most relevant to the product or service.
The promotion is meant to show fans that, just like Season 3 on DVD, the more you watch, the more you notice.

The film itself was a commercial for the Season 3 DVD. And as people watched, rewatched, and tested their Season 3 knowledge, a link to buy was only a click away.

It leveraged the fans’ love for Season 3, by getting them to prove how well they knew it.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Beating 'Dig Deeper' became a fan status symbol. And because True Blood fans are so connected and vocal, these badges became a way to brag, comment, and compete. Fans even began trading answers and creating cheat sites.

Fans spent an average of 23 minutes poring over the 'Dig Deeper' film, and Season 3 became the high-selling TV DVD of 2011.