With the September 7th premiere of Alan Ball's new HBO vampire series True Blood looming, New York agency Campfire has spent the summer building up a web-centric campaign around the show.
Using True Blood's concept--vampires cohabitating with humans in small-town Louisiana by drinking Japanese-made synthetic blood--as a jumping-off point, Campfire created a small webring that begins with a fake blog called Bloodcopy. Chronicling a world where vampires attempt to integrate with humans, the site features a forum, daily-updated postings and faux video interviews as well as weekly news episodes.
Delve further into Bloodcopy and you'll find a banner ad that links to the homepage of the synthetic blood beverage "Tru Blood." After entering what date you "turned," you can peruse sections that feature the Tru Blood product line (classified into blood types), a "Type Finder" area where you can find your ideal blood type match as well as promotional material and wallpaper downloads. Additionally, a Bloodshop redirects you to HBO's True Blood e-shop where you can buy actual Tru-Blood-branded paraphernalia.
The Trubeverage.com destination also features sponsorship from a social networking site called Lovebitten, another element of the campaign that is styled much like MySpace. One can join by filling out a questionnaire, classifying themselves as male/female humans or vampires and entering other basic info. You can then begin a search for your ideal "fangbanger" (humans who are fond of vampires) or someone who deems themself a real vampire.