Sunday, October 3, 2010

HBO's True Blood Wins AdvertisingAward -MIXX Best in Show

Last night, the Interactive Advertising Bureau held its sixth annual MIXX Awards to "recognize the brand marketers and agencies responsible for the most innovative and effective interactive advertising of the year."
This year, Best in Show went to HBO's True Blood and Digital Kitchen for their "Hacking Reality" campaign for the second season launch of the vampire series. The work integrated digital and traditional media, with online, outdoor, print, stunts and a series of brand partnerships.
The second season of True Blood was teased through a mix of media tactics including vampires in faux blogs and online editorials as well as in traditional advertising and editorial takeovers. The strategy included co-branding with products like Geico, Harley-Davidson and Gillette, a host of classified ads, viral videos and a serialized weekly Inside Edition-type show covering all things vampire.
The worked seemed to have paid off since it resulted in True Blood season 2, episode 1, being the most-watched show on HBO On Demand, with an average of 12.6 million gross viewers per episode for the season, up 62% over the previous year.

The Complete List of 2010 MIXX Award Winners:
Best in Show
HBO's True Blood & Digital Kitchen for "Hacking Reality"