Behavior Design Puts the Bite in HBO's True Blood Marketing Campaign

Behavior designed and launched the promotional site, www.TruBeverage.com, for the synthetic blood drink called Tru Blood featured in HBO's new series by Alan Ball, True Blood.

The site is part of a larger viral marketing campaign designed to create nationwide buzz surrounding the much anticipated HBO series which is set to air on September 7, 2008.

Behavior's creative approach positions Tru Blood as an authentic beverage, providing blood thirsty vampires with a commercially accessible alternative to feeding on humans for nourishment.

In the series, the drink acts as an agent which allows 21st century vampires and humans to coexist peacefully.

The branded website - complete with cleaver taglines like, "All Flavor No Bite" - is part of an integrated marketing campaign and serves as the interactive destination for HBO's extensive print and commercial advertising of True Blood.

Behavior generated both the strategic and conceptual direction for the promotional site as well as its final site execution.