True Blood - Dig Deeper
- Brand
- True Blood
- Year
- 2011
- Objective
- Engagement
- Industry
- Entertainment
- Agency
- BBDO New York
- With
- Feels Like
Objective
HBO sought to drive DVD and Blu-ray sales of True Blood Season 3 by creating an engaging interactive experience for hardcore fans. The campaign tested whether viewers had caught all details from the season by creating an incentive to rewatch content and participate.
Solution
Dig Deeper was an interactive online video experience where fans could click on objects during the video playback to reveal hidden questions about True Blood Season 3. As viewers progressed through the interactive video, clickable hotspots revealed pop-up questions that tested their knowledge of show details. Players who successfully answered all questions were entered into a drawing to win an "ultimate true fan experience." The mechanic encouraged repeated engagement and was designed to motivate DVD/Blu-ray purchases to catch missed details.
Results
Not published.
