Remember when? When tv was a channel for marketing, not a driver of marketing. That world is no moreâ€¦ and honestly, Iâ€™m not even sure exactly what happened. I guess everything is driven by â€œintense competition.â€
Well, so what has the world of intense competition create? Cutting edge marketing by a television channel. I suppose itâ€™s not just any other television channel, but a super premium cable channel. HBO, to be specific.
And what did their cutting edge marketing involve? Created prequels, launched related websites, faked blogs,Â and sent blood samples to peopleâ€™s home. Well, not REAL blood samples. It was to promote the show â€œTrue Blood.â€ People received samples of the synthetic blood beverage featured in the show. And not just anyoneâ€¦ these are bloggers or otherwise shaker and movers in the Goth community! I wonder if any of them actually opened the bottle and tasted itâ€¦ Later on, the campaign took on a much more traditional approach â€“ billboards, etc. Except, they feature the beverage and not the showâ€¦ I suppose thatâ€™s how a cult hit is bornâ€¦
Central to this campaign was the sense of discovery.
I think thatâ€™s trickâ€¦ It can be manifest itself in many ways. Did you know that Targetâ€™s Spot section is an attempt to capture shopperâ€™s desire to discover something new? I should keep my eye open for how else do marketers use discoveryâ€¦
And yes, the new HBO series True Blood is one of my favorite shows right now ;)
Tru Blood “samples”. Photo credit: Dreadcentral.com.