To promote the True Blood Season 2 DVD and Blu-ray launch, we wanted to connect with True Blood’s thirsty fan-base. But with digital downloads, video on demand, and multiple airings on HBO, selling DVDs is more of a challenge than ever.So we set out to build a brand experience that leveraged the DVD’s potential for marathon viewing. And how too much True Blood…alters its fans. But we didn’t just say it with compelling TV—we showed it, by allowing fans to participate through provocative, confessional Web banners, interactive Facebook tabs—even a breakthrough piece of social media built right into the Blu-ray: True Blood Live Feed. It linked directly to fans’ Facebook and Twitter accounts, transforming their profile pics and updating their news feeds automatically as they watched the Blu-ray.

The campaign began with a :30 TV spot where a couple confesses to God-knows-what after watching a little too much True Blood from home.Next, it was each fan’s turn to confess. Rich banners invited fans to anonymously confess to all the sordid transformations True Blood puts them through. The confessions automatically became provocative headlines for future banners.

From the dirty to the bizarre, they all streamed to our own Facebook Confessions Tab, where fang-bangers continued to read and respond for weeks.Concurrently, static banners set the tone with headlines cautioning fans about the transformative effects of watching too much True Blood at once.

Once the box set launched, the brand experience continued with a breakthrough piece of social media built right into the Blu-ray features: True Blood Live Feed. It linked directly to fans' Facebook and Twitter accounts, transforming their profile pics and news feeds as they watched.

The Season 2 DVD shattered its own records, selling over twice as many copies as Season 1 – and making it the highest-selling cable TV DVD in the world.Also, and maybe even more amazingly, the campaign’s success led to a massive surge in True Blood’s Facebook fans – doubling their numbers to over 7 million.The True Blood Season 2 box set campaign became a brand experience spanning across all media – even creating new breakthrough media, to leverage the devotion of True Blood’s growing millions of rabid fans.