"CW begins an ambitious campaign this week to promote a new series for the 2009-10 TV season, “The Vampire Diaries.” The campaign includes offbeat elements intended to attract attention, which include a blood drive, giveaways of mock products like “fang floss” and online games.
“The Vampire Diaries,” scheduled to make its debut on CW stations on Sept. 10, is tailored to appeal to the network’s target audience: younger women who dote on its shows like “One Tree Hill” and “Supernatural” and were fans of series like “Dawson’s Creek” and “Buffy the Vampire Slayer,” which were from its predecessor, WB.
Perhaps the most unusual aspect of the promotions is the blood drive, sponsored with the American Red Cross. It is to take place on more than 230 high school and college campuses around the country, said Stephanie Millian, director for biomedical communications at the Red Cross in Washington.
Posters feature the three principal cast members of “The Vampire Diaries” — Paul Wesley, Nina Dobrev and Ian Somerhalder — sprawled languidly under this headline: “Starve a vampire. Donate blood.”
The Red Cross is working with CW “to produce a public service announcement that will feature members of the cast,” Ms. Millian said, and there will be commercials promoting the blood drive on the Channel One high school TV network owned by Alloy Inc.
The partnership is “an opportunity to engage the younger members of our communities,” she added, noting that Americans ages 16 to 22 represent “25 percent of our donors.”
Reference full article at: http://www.nytimes.com/2009/08/25/business/media/25adco.html?ref=business
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