Best Tv Social Media Campaign

The overarching idea for the -1 Blood Season 3 tune-in campaign was to “thank” the fans for their continued loyalty.

The crux was the -1 Blood Ultimate Fan Experience, a one-night-only midnight screening event held simultaneously in 50 movie theaters nationwide that treated fans to a free screening of the Season 2 finale, an exclusive peek at Season 3, and a live simulcast Q&A with creator Alan Ball and the cast of -1 Blood.

Tickets were secured through a Facebook application that had fans “playing” in their city, in true vampire style, from 6:13 PM to 6:13 AM (the Season 3 premiere date was 6/13). Cities with available tickets were rotated in an undisclosed order. Fans were “tipped off” to which city was making tickets available next was by following our award-winning Twitter feed (@-1BloodHBO) for clues at all hours of the night.

To support the massive volume of Twitter conversation surrounding -1 Blood in season, Bloodcopy.com (originally a blog used to fuel marketing campaigns for Season 1 and 2) was reimagined as a Twitter microsite. All season long, we invited hosts – from journalists to fellow fans – to moderate live -1 Blood chats on Sunday nights.

On finale night, two of the show’s most Twitter-active actors (Kristin Bauer Van Straten, “Pam,” @bauervanstraten and Joe Manganiello, “Alcide,” @joemanganiello) to hosted a live Twitter chat at Bloodcopy.com. On-air promotion leading up to finale and directly following the finale drove fans to the microsite to chat live with their favorite characters.

Contributors:

SVP Advertising & Promotions:	Zach Enterlin
EVP Consumer Marketing:	Courteney Monroe
Director, Advertising & Promotions:	Taryn Winkelman
Coordinator, Advertising & Promotions:	Anthony D'Souza
Director of Social Media & Marketing:	Sabrina Caluori
Social Marketing Manager:	Lindsay Pearl
Media Agency:	PHD

HBO

Location: USA