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Friday, March 11 • 3:30pm - 4:30pm
Fan to Fanatic: True Blood's Marketing Hook

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Television series' such as True Blood start with a great idea, a great script, and great actors. But what happens between concept and phenomenon? HBO has capitalized on the momentum the show has gained throughout the first three seasons with some of the most creative marketing campaigns ever, including a Tru Blood drink campaign for a beverage that had yet to exist, creative that “hacked reality” and spoke to the vampires living among us, a Jessica Hamby character video blog, opposing web sites for the American Vampire League and Fellowship of the Sun, and merchandise ranging from Lafayette's "L" necklace to Sookie's Merlotte's apron. Attendees will follow the story of True Blood from the inception of the series through the creation of the "immersion" fan experience through the mediums of Print, Television and the Internet. They will learn the selling points, the marketing tools and the magic that "turn" fans into fanatics.
http://schedule.sxsw.com/events/event_IAP5536

Speaker
avatar for Todd Brandes

Todd Brandes

Managing DirectorDigital KitchenAs Managing Director of DK, Todd's mission is to redefine what an Agency can be, and has done so by helping to turn DK from a Motion Graphics firm into a full service hybrid Agency in the span of 2 1/2 years. Todd wears multiple hats at DK but focuses... Read More →
avatar for Sabrina Caluori

Sabrina Caluori

VP, Social Media & Performance MktgHBOSabrina Caluori is vice president, Social Media and Performance Marketing, for Home Box Office, responsible for HBO’s enterprise social media strategy including the execution of social marketing tactics for over 40+ HBO and Cinemax programming... Read More →
avatar for Zach Enterlin

Zach Enterlin

SVP, Program AdvertisingHBOZach Enterlin is senior vice president, HBO Program Advertising, for Home Box Office, responsible for overseeing the development and execution of consumer advertising and promotional campaigns for all HBO original programming categories across all media... Read More →
avatar for Liz Henderson

Liz Henderson

Co-Owner, EditorNice Girls Media LLCMy friend and business partner, Melissa Lowery, and I began collaborating on fan websites in May, 2007. After running several individual sites for different television shows, we decided to narrow things down to make them more manageable. We own... Read More →
avatar for Mike Monello

Mike Monello

CampfireMike has been intimately involved in the creative development of every project that has come through Campfire's doors. From Beta-7 for Sega and True Blood for HBO to Frenzied Waters for Discovery, he's led work that has been awarded top honors at the One Show, Clio, Mixx... Read More →
EW

Erica Wiggins

Todo Austin
avatar for Erica Stall Wiggins

Erica Stall Wiggins

Exec EditorTODO AustinErica Stall Wiggins is a journalist, editor, and marketing and public relations professional based in Austin, Texas. In addition to her duties as Executive Editor of the multicultural journal TODO Austin since 2009, she serves on the Board of Directors for the... Read More →


Friday March 11, 2011 3:30pm - 4:30pm CST
Austin Convention Center, Ballroom E

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