MINI USA, along with other select brand giants, is participating in the new vampire-inspired marketing campaign being launched around the second season premiere of HBO’s TRUE BLOOD®, a show about vampires who survive on mass-produced synthetic blood in a backwater Louisiana town. The campaign, which blurs the line between reality and fiction with a cadre of faux product spots, will immerse consumers into the fantastical, vampire-inhabited world of the popular series. The advertising, including MINI creative, will begin to run on May 25th, leading up to the second season premiere of TRUE BLOOD on June 14th.
The all-new MINI Convertible is positioned as the exclusive car for vampires and encourages them to “Feel the Wind in Your Fangs.” Another execution speaks to the MINI Clubman’s unique split rear barn doors, go-kart handling and popularity among vampires in “Type GO.” The MINI advertising and others in the campaign were created and produced by independent agency Digital Kitchen for HBO.
MINI-related vampire product stunts will appear as part of the TRUE BLOOD campaign in national print, online and out-of-home outlets. Print ads will run in US Weekly, AM New York, New York Observer and trade outlets. Online placements will include top sites such as Yahoo!, CNN, AOL and others, as well as the official TRUE BLOOD homepage on HBO.com and the TRUE BLOOD microsites:
www.bloodcopy.com,
www.fellowshipofthesun.org, and
www.americanvampireleague.com. Out-of-home placements will run in New York, Los Angeles, and Philadelphia. All of the ads contain urls that lead consumers to the official TRUE BLOOD homepage on HBO.com.
