Award season is in high gear and we’re so proud when our work is recognized by the advertising and marketing industry. Our work on HBO’s season four True Blood Facebook application “Immortalize Yourself” has just been recognized as a Finalist in the Digiday SAMMY awards, the American Business “Stevie” Awards, and the prestigious IAB MIXX awards. This campaign was honored previously with a 2011 ADDY Award and a 2012 Shorty Award, and earlier this month we were awarded with the Communicator Award of Distinction for this campaign.
This project is a great example of how unified marketing works - creating the right experience for a brand and understanding the context in which it should be delivered to gain measurable, meaningful results. For True Blood, Facebook was the right platform as they already had a rapid fan base of close to 8 million fans. This application allowed fans of True Blood to literally insert themselves into a mini episode with the cast, where they became part of the plotline. And not only were fans able to be included, but their friends were also in the video, with customizable features for fans to choose which Facebook friends they wanted for each role, ultimately creating a powerful piece of content meant to be shared.
“This is the type of experience our viewers have come to expect from us. To be able to give them fresh content, and make them a part of the experience is truly exceptional, and with the power of social media we can do that,” said Sabrina Caluori, Vice President, social media & performance marketing, HBO.
Knowing your audience is half the battle. Having a client who understands the importance of content also helps. And finding the right mix of content, in context, will create conversation between brands and fans. This application is still live on Definition 6’s Facebook page if you want to try it for yourself!