Create interest: We seeded awareness and interest with a funny and irreverent 30 second video (featuring a girl giving her visibly confused grandmother the True Blood DVDs) to True Blood fans on Facebook, one week prior to the full campaign launch – building fan chatter and anticipation.

Share the interest: As the video spot rolled out on TV, a Twitter Promoted Trend played off of the commercial concept (hashtag #Giftsgrandmawontwant) and linked engagers to the commercial posted on YouTube. The YouTube spot and Facebook sponsored media prompted users to “Glamour Their Friends” on Facebook by using an application that solicited True Blood’s 9.5MM Facebook fans to create a vignette of themselves as a vampire, “glamouring,” or hypnotizing, friends into buying the True Blood series on DVD for them as a gift; fans could send the vignette message to friends who were not connected to True Blood’s Facebook page.

By leveraging True Blood’s fan base for the show’s DVDs during the holiday season, we achieved:36MM Twitter Trend impressions with a 6.08% engagement rate (above Twitter average); 42,000 Twitter mentions (4X average mention count); 2,000 new followers (5X average attributed to advertising) 1.14MM views of commercial spot on YouTube in 20 days Picked up and shared across over 25,000 blogs online28,832 visits to the Facebook App in 30 days - 85% were unique visits5:14 min per session was spent with the Glamour AppTrue Blood Season 3 was the most sold TV DVD in 2011!