In order to generate an event-level impact for season 3 we needed to mobilize and equip fans with the right tools to become ambassadors for the series. Using a 12-week rollout of new content specifically for core fans, we wanted to reward our loyal audience with a live experiential screening event in top 50 markets. The rollout featured a new poster and video each week, followed by a teaser campaign permeating outdoor, online, and print. Launch tactics included first-to-market print and outdoor executions, TV, digital promotions and viral video. Leveraging launch efforts, we mobilized fans with the Ultimate Fan Experience, a nationwide screening event which revealed exclusive season 3 content and a live Q&A with creator, Alan Ball plus the cast. Tickets were distributed via radio, promotions and a Facebook sweepstakes.

The campaign concluded at Comic-Con where “True Blood” was visible throughout, offering the perfect forum for the die-hard fans.

Exceeding all expectations, 6.4 million viewers tuned-in for the season premiere, 39% higher than the previous season, and total viewership for the episode exceeded 14 million. Overall, the season averaged 12.9 million viewers per episode.Over 10,000 fans attended in theaters across 50 markets to watch a simulcast screening of the season 2 finale, an exclusive sneak peak at season 3, and a live Q & A with Alan Ball and the cast. An additional 9,400+ fans participated in the Q & A from home via a live stream on the “True Blood” Facebook page and HBO.com.