BBDO New York has created a new online campaign to promote the release of the True Blood series 3 DVD. Designed to test the knowledge of the show’s greatest fans, the site allows users to zoom into an online film to search out and answer clues related to the series.
The film below appears on the website. In the online version, viewers are able to pause the action and, using a nifty scroll bar at the bottom of the screen, search for clues by clicking within the film.
When a clue is found, a question box will open up. If answered correctly, the user gains a point. Sixty clues are hidden on the site in total, with players able to attain badges for collecting certain amounts of points, which can then be shared with friends via Facebook. The clues relate to pretty obscure moments in the series, meaning that fans are likely to need to buy the DVD set and watch again to find all the answers (see what they’ve done there?).
If all the clues are discovered and answered correctly, players can then enter a draw to win ‘Ultimate True Fan Experience’, an epic prize the details of which are yet to be revealed. Visit the site at hbo.com/digdeeper.
Agency: BBDO New York
Production company: B-Reel
Film production company: Biscuit Filmworks
Director: Tim Godsall