Problem How do you increase momentum for a cable program going into its third season? Solution Use unique OOH formats to let viewers experience the show. Background Coming into season three, HBO’s True Blood had become part of pop culture consciousness and had secured a place alongside The Sopranos, Sex and The City and Entourage in the network’s canon of hits. Getting to the top of the television universe and staying there is always a precarious position and one fraught with danger. Danger for season three of True Blood came in the form of a saturated vampire related marketplace, where the marketing blitz of the Twilight franchise, The CW’s Vampire Diaries and innumerable knock-off feature films and books were attempting to drain the momentum from the series. Objective The

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