HBO approached Socialbomb with an exciting proposition and an audacious challenge: they wanted to extend the fiction of True Blood to Facebook, where it commands one of the most rabid fan communities of any show on TV. And they wanted to do it for their best fans — the ones who bought the Blu-ray.We developed True Blood Live Feed, a groundbreaking integration of Blu-ray with Facebook, and an early pioneer in social TV.
Through a simple pairing process, users could quickly tie their Facebook account to their Blu-ray players. Behind the scenes, we vampirized their profile picture, and posted a unique status update every time they started watching, based on their profile, how many episodes they watched, and the time of day. Virtual gifts were unlocked at key moments in the show. Updates to the official fan page would appear during the opening credits. And, most importantly, users could share particularly juicy scenes right to their Facebook wall with a press of a button on their Blu-ray remote.
The fans were estatic: record numbers of Blu-ray owners used the feature, sharing so heavily that many hit their personal Facebook limits. Between shared scenes, status updates, profile pics, and virtual gifts, we created a perfect storm, generating millions of impressions of True Blood content on Facebook.