menu

True Blood’s Bloody iPhone Ad Drives Engagement

True Blood’s Bloody iPhone Ad Drives Engagement
Advertising

The media agency and analytics provider that worked on the app share some results on its performance for the property.

Paloma M. Vazquez
  • 20 july 2010

We had previously covered True Blood’s bloody iPhone ad, which we found to be a very visually compelling tool to drive curiosity for the season’s premiere. PHD and Medialets (media agency and provider of cross-platform rich media advertising and analytics, respectively) worked together to develop and track the ad, and have since shared some campaign results.

According to Mobile Marketer:

“the goals of the campaign were to excite existing fans, intrigue the uninitiated, and garner the attention of the industry to boost awareness and drive tune-in.”

To that end, HBO found:

  • The campaign as a whole was successful—more than 5.1 million viewers tuned in to True Blood’s season three season premiere
  • This represents a 38 percent increase over the previous season premiere and a 19 percent boost over the previous season’s average viewership
  • The ad functioned as a gradual screen take-over; viewers browsing through the Flixster or Variety apps would see their first touch of the screen generate a bloody fingerprint. Tapping it again generated yet another fingerprint, until the blood pours down and takes over the screen. Ultimately, you arrive at the activation; a tap-to-watch-trailer call-to-action with a banner ad at the bottom
  • 98% of the people who had the ad automatically expanded engaged by tapping further
  • Of consumers presented with just the banner ad, 11 percent then tapped the banner and expanded it to do something within the application
  • On YouTube, the True Blood iPhone creative demographic video was viewed 10,000-plus times in seven days
  • More than 1 million impressions delivered across multiple applications
  • The best performing application click-through rate, technically in-application video views, was 8.73 percent, with auto-expanded banners close to 8 percent and user-expanded banners just above 2 percent

The campaign succeeded for several, arguable reasons; the media (Flixster and Variety apps) and creative were developed specifically for the mobile environment, and for how viewers interact in that space. While it can be argued whether disruptive ads like this are annoying or effective, True Blood’s results demonstrate the later; it doesn’t hurt that the property’s fans (and users of an entertainment app) are probably already hungry for content from the property. While it may not work for every type of message (unlikely for hard-hitting sales & promotional message, or for talking at a brand’s customers), it may work when you’re offering your customers something they want – engaging content.

Mobile Marketer: “HBO True Blood mobile ad campaign increases viewership 38pc”

Advertising
Trending

How Indiegogo Is Becoming An Adult Product Destination

Retail
Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Trending

Get PSFK's Related Report: Future of Automotive

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Related Expert

Justin Tobin

Building Startups Inside Fortune 500s

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

Retail september 23, 2016

Live Beacon Simplifies Cloud Sharing For Businesses

The battery-powered device and smartphone app allow anyone to send location-specific content without the hassle of code or hardware

No search results found.