4/1/2011

HBO decided to reach out to fans of its vampire drama "True Blood" who were creating blogs and Twitter accounts purporting to be written by the show's characters. The network released photos and video clips for the community to use and created fake ads purporting to be targeted at real-life vampires. "It was a big corporate shift in thinking at HBO, treating the fan sites as media, giving access that hadn't ever been done prior to the show," says HBO marketing chief Sabrina Caluori.

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