HBO Home Entertainment needed to invigorate DVD sales in a declining market during the holidays and looked to its most popular franchise, True Blood, to do so.
We activated HBO’s extremely large and enthusiastic True Blood social platform community to evangelize the series’ DVDs via a unique Twitter, Facebook and YouTube social program, all connected to a glamorizing App.
Facebook sponsored media prompted users to “Glamour Their Friends” on Facebook by using an application that solicited True Blood’s 9.5MM Facebook fans. Our fans were prompted to create a vignette of their selves as a vampire, “glamouring,” or hypnotizing, friends into buying the True Blood series on DVD for them as a gift.
Twitter engagement rate, mention count and the resulting new follower count far exceeded Twitter averages. We received over 1.1MM views of the YouTube video in just 20 days. There were over 8,000 installations of the Facebook app in 20 days, helping True Blood evangelists spread the word and make
True Blood Season 3 was the most sold TV DVD in 2011.
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