It's no secret that mobile devices offer an unparalleled environment for consumer engagement, but are advertisers embracing that opportunity? For a recent campaign promoting HBO series True Blood, the answer is yes. In this session, PHD and Medialets will share details behind this captivating mobile rich media campaign. Find out how mobile fit in the broader campaign strategy and hear the story behind a mobile rich media creative that consumers really sunk their teeth into.

1. rich media goes mobile

2. As HBO prepared to launch the third season of the critically acclaimed series, True Blood, it was imperative that the marketing campaign excite existing fans, intrigue the uninitiated, and garner the attention of the industry to boost awareness and drive tune-in. The popular program had set a high bar in previous seasons and the goal was to drive viewership beyond the last season’s premiere. By providing fans with media driven experiences that unlock and incite the rabid fan base’s “fangelism” the campaign was able to spark conversation, accelerate interest, and garner attention for the series. challenge / approach

3. solution PHD partnered with Medialets to create a unique, first-to-market, mobile Rich media experience. Together, PHD and Medialets, identified key app publishers that could support the execution while reaching entertainment industry enthusiasts and professionals.

4. creative

5. creative

6. 3 of Medialets- enabled apps and network process

7. delivery MEDIALETS ‘ASYNC’ AD PLATFORM DELIVERED & MEASURED CREATIVE TWO VERSIONS OF CREATIVE: USER & AUTO EXPAND 1 MILLION+ IMPRESSIONS DELIVERED ACROSS MULTIPLE APPS

8. engagement engaged users 98% 11%

9. engagement time Average = 23 seconds Auto = 37.5 seconds

10. watched video (CTR) Best performing app CTR = 8.73%

11. “ We found this to be a very cool, highly relevant ad that capitalizes on both the visual and tactile experience offered by the iPhone, the type of entertainment-specific content that users might seek on Variety and Flixster, as well as the series’ subject matter and tone.” - PSFK On YouTube, the True Blood iPhone creative demo video was viewed10,000+ times in 7 days . “ I’ve yet to see many good rich media (in app) iPhone ads, so this feels like a great execution in a very relevant space on the Variety.com iPhone App in the lead up to the launch of True Blood Season 3. “ buzz

13. Users were more engaged by the creative that surprised them. insight Allow lead time for cutting-edge campaign executions. Mobile creative performs best when designed with mobile in mind.

14. NickoMinaj: the True Blood ad on the iphone is so freaky but tight at the same time. scared the fuck outta me impact

15. Robbirgfeld : And here it is – definitely the best iPhone ad I’ve seen yet #TrueBlood: http://bit.ly.9ZdaiP impact

16. latribri : Note…not an iAd >>RT @medialets : Medialets and PHD teamed up to create an in-app rich media ad for HBO’s True Blood http://bit.ly.bhnWGq impact

17. Saramckinniss : @truebloodhbo From a professional public relations view, the True Blood bloody online ad on the Variety iPhone app is genius impact

18. richcat1972 : “@LafayetteTB: Video: #Trueblood Iphone ad” really spooky cool link so want bloody fingerprints on my phone impact

19. elstrama : True Blood Variety app ad drenches #iPhone in blood #fb #multitouch #smartphones #trueblood impact

20. Sookie BT : Have y’all seen the new iPhone #TrueBlood ad? Here’s a little preview #WaitingSucks #5days impact

21. Sioflynn : True Blood in-app rich media ad on Variety.com iPhone app – just cool http://post.ly/j11m impact

22. impact Tigersharkmusic : Creative yet slightly disturbing iPhone ad for True Blood: starts w/ bloody fingerprints left after tapping screen http://yfrog.com/mte7lj

23. impact BrientTate : Thumbs up!! On variety targeted tactile campaign RT @medialets : True Blood’s Bloody iPhone Ad by @Medialets (via @psfk ) http:bit.ly/cg5hKN

24. impact TrueBloodBlips : True Blood in-app rich media ad on Variety.com iPhone app (video) #trueblood http://bit.ly/967a9U

25. rich media goes mobile