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Vending machines filled with a “synthetic blood nourishment beverage” called Tru Blood have sold out - but vampire fans can get more of the bloody refreshment at events across the country promoting a new HBO drama.
The series True Blood, launching Sept. 7, is about a world where vampires walk among the rest of us, writes Brandweek. The campaign fully embraces the show’s fanciful premise, with delivery trucks carrying the Tru Blood drink, a full-on ad campaign for the drink, an original comic book, a mockumentary disguised as a news show, several dedicated websites and blogs, barhopping “Fangbanger” girls, and street teams taking surveys to determine pro- and anti-vampire sentiment.
The convention Comic-Con will be well-stocked with Tru Blood, a drink that reportedly allows vampires to survive without indulging in a feast of human blood. Bottles of the bevvy are designated type A (light & delicate), B (aggressive & energizing), AB (smooth & refined), or type O (hearty & satisfying).
There will also be traditional print, TV, outdoor and radio ads for the new series.
A budget for the campaign, designed to resound with a core group of gamers and fantasy fans before being launched to a more mainstream audience, was not disclosed.
The show is based on a book series by Charlaine Harris. Penguin Books is planning tie-in books revolving around the main character, Sookie Stackhouse.
Vampire tales have undergone a resurgence of popularity in the last year or so. In addition to Harris’s popular series, young adult author Stephanie Meyer’s vampire tales have abridged the YA to adult gap and have hit best-seller lists nationwide. Her fourth book in the series, Breaking Dawn, arrives at stores August 2, and Barnes & Noble is planning a series of midnight events a la Harry Potter.
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