TrueBlood Sells DVDS By Digging Deeper

True Blood's "Dig Deeper" campaign (courtesy BBDO) to promote DVD and Blu-ray sales for season 3 centered on a 30-second interactive spot where both "Trubies" and "newbies" were challenged to find 60 clues about season 3 by clicking on various parts of the video. Once players found (and correctly identified) all 60, they would be entered to win season 3 on DVD. Participation was also encouraged via virtual badges awarded to top players, and hundreds of thousands of fans worldwide wound up getting involved. People even created cheat sheets to collect clues. The end result was 550,000 DVDs sold for season 3 and more than a million for all three seasons.
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