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"
Sunday, October 3, 2010
5. Salem's Lot by Stephen KingStephen King's only major venture into vampire territory, and a masterpiece of its kind. Dickens might not have enjoyed the subject matter, but he would have nodded with a professional's recognition at King's basic ploy as a story-teller: spend a couple of hundred pages slowly and carefully building up a powerful sense of a real community, with lightning sketches of everyone from schoolchildren to elderly drunks ... and then unleash pure evil. The chapter in which the vampire contagion finally reaches what would now be called the Tipping Point is brilliantly terrifying; on the strength of that passage alone, King would qualify as one of the grand masters of horror fiction.
6. Suckers by Anne BillsonThis debut novel by Anne Billson, a noted film critic and frequent contributor to the Guardian, was highly praised by Salman Rushdie and others as a sharp and witty satire on the greedy 1980s. And so it was, but that was only part of the story: it is also a gripping adventure yarn, a tale of the nemesis that may lie in store for us if we have ever committed a guilty act, and a delicious character study of an unconventional young woman whose weaknesses (envy, malice, jealousy) only make her all the more charming to the reader. It contains one of the most chilling moments in all vampire literature: the heroine, trying to pass as a vamp in a crowd of keen-nosed killers, realises that she has begun to menstruate ...
7. Anno Dracula by Kim NewmanKim Newman's series of novels about an alternative universe in which vampires are the aristocrats, politicians, power brokers and opinion-formers of the modern world is a delicious mixture of wild invention, scholarship, lateral thinking and sly jokes. In the first volume, Anno Dracula, we find out just why the Count came to England – something that Bram Stoker was tight-lipped about: he married Queen Victoria and established a dynasty of Nosferatu. Subsequent volumes include The Bloody Red Baron, in which the vampires of Britain wage ferocious air war against their German counterparts, and Dracula Cha Cha Cha, set in Rome at the time when Fellini is shooting La Dolce Vita. (One of the characters is a Scottish secret agent: Bond; Hamish Bond ...) Unmissable.
Let's say you need to kill a vampire -- and heaven knows, they're everywhere these days. The National Firearms Museum has just the thing: the Vampire Hunter's Colt Detective Special. The revolver has a cross engraved on the muzzle, presumably to keep vampires at bay while the vampire hunter takes aim. It spits silver .38-caliber bullets, each of which is sculpted in the form of a vampire's head. And its coffin-shaped box, lined with sanguinary-red velvet, comes with a helpful vial marked "Holy Water."
The Vampire Hunter's Colt Detective Special, which is a silver-plated version of the snub-nosed handgun once prized by Mafia hit men and pulp fiction's world-weary private eyes, is one of the newest additions to the collection of 5,000 firearms. It goes on display Oct. 8 along with 400 newly acquired firearms in the new Robert E. Petersen wing of the museum at the National Rifle Association's headquarters in Fairfax County.