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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market United States
Agency BBDO New York
Executive Creative Director Mike Smith, Greg Hahn, Bill Bruce
Creative Director Rasmus Blaesbjerg
Art Director Matt Sorrell
Copywriter Jessica Coulter
Producer Claudine Nichols
Released December 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: HBO
Product/Service: TRUE BLOOD
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Greg Hahn/Mike Smith (BBDO New York)
Art Director: Matt Sorrell (BBDO New York)
Copywriter: Jessica Coulter (BBDO New York)
Head Of Interactive Production: Niklas Lindstrom (BBDO New York)
Executive Interactive Producer: Douglas Stivers (BBDO New York)
Senior Interactive Producer: Katrina Cass (BBDO New York)
Account Team: Tara Deveaux/Leland Candler (BBDO New York)
App Development: (Haus)
Creative Director: Rasmus Blaesbjerg (Haus)
Director Of Creative Technology: Drew Trujillo (Haus)
Developers: K.C. Austin/Bruno Ribeiro/Ken Jameson (Haus)
Testing/Quality Control: Uriah Williams/Shane Plummer (Haus)
Sound Editor: Alen Isagholi (Haus)
Sound Mixer: Jon Friedner (Haus)
Executive Producer: Jared Plummer (Haus)
Producer: Claudine Nichols (Haus)
Interactive Producer: Hunter Futo (Haus)
3D Software: (Motion Portrait)
Media placement: Interactive/Social - Facebook - 8 December 2011
Describe the objective of the promotion.
True Blood is a popular American television series from HBO detailing the co-existence of vampires and humans in a fictional small town. HBO tasked us with finding a way to get True Blood fanatics to give True Blood DVDs to their friends and family over the holiday season. After years of declines in DVD sales, our job was to excite True Blood fans to help us get the True Blood box-set into worthy hands. And the best way to do this was clear—just let vampires loose online to do their version of the hard sell.
Describe how the promotion developed from concept to implementation.
Working off the brief of getting current True Blood fans to recruit new fans, we saw 'glamouring' (vampire hypnosis that takes place during the show) as a perfect conceptual place to begin. From there, we found a way to create custom 'glamours' and allow fans to easily share these persuasive 'glamours' with non-True Blood fans on Facebook.
Explain why the method of promotion was most relevant to the product or service.
True Blood has over 9m fans on Facebook. It was the perfect place for fans to create and share a custom 'glamour' to suck their friends into the world of True Blood.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Nearly 25,000 'vampires' from 130 countries spent an average of 5 minutes preparing a custom 'glamour' for unsuspecting Facebook 'victims'. We saw 'glamours' spread throughout Facebook walls and Twitter (via #youneedtrueblood) from the expected True Blood devotees to grandmas, cross-dressers, babies and puppies—a testament to the insight that True Blood DVDs are the perfect holiday gift for almost everyone.