What Conversation Do You Want To Start?
by Gavin O'Malley, Sep 27, 2011, 3:05 PM
These days, when BBDO develops the social component of ad campaigns, they always start with the question: "What's the conversation we want to create?" So says Tara DeVeaux, SVP and Senior Account Director at BBDO. What conversation did DeVeaux want to create around the release of the True Blood Season 3 DVD? Something to do with devotion. "We didn't just want people to show their love (for the show) -- They were already doing that," DeVeaux said. "We wanted them to prove their love." For client HBO, the agency therefore developed a "Dig Deeper" interactive multiplatform campaign, which encouraged fans to repeatedly watch video to uncover "taggable" Season 3 clues, and earn their status as serious show fans, or "Truebie's." According to DeVeaux: "The more they watched, the more they noticed," adding that the campaign was careful about appealing to both Truebies, as well as new and potential fans.