Partnership:

HBO and BMW

Description:

HBO and BMW teamed up to promote the second season of TRUE BLOOD with a co-branded print and digital ad campaign. In the new effort, Mini was one of several real brands being pitched to vampires. The effort comprised of national print, online and out-of-home outlets, with print running in US Weekly, AM New York, New York Observer and trade outlets. Ads, featuring blood-red versions of the Mini Cooper and Mini Clubman, had headlines like: "Feel the Wind in Your Fangs" and "Type GO." Digital ads ran on Yahoo, CNN, AOL, the TRUE BLOOD home page on HBO.com, and the show's microsites: bloodcopy.com, fellowshipofthesun.org, and americanvampireleague.com. Out-of-home placements ran in New York, Los Angeles, and Philadelphia. All of the ads contained URLs that led consumers to HBO's TRUE BLOOD page at HBO.com. The campaign launched the week of May 25. The print ads ran through the June 14 premiere while the out-of-home efforts ran through June 21, 2009.

Partnership Opportunity:
/Television
Company:
HBO
Partner/Category:
BMW /Automotive
Timing:
May 2nd Quarter 2009
Target:
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2014-08-14
Companies Involved
HBO
Tuck

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