Posted by Vee | August 24, 2009, 19:48 (EST) | 6 Comments
Category: TV Series
The New York Times has a piece on the CW’s marketing strategy behind The Vampire Diaries television series:
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.
We’ve already seen the The Vampire Diaries: Race Against the Dawn flash game around, and had hints of a wide-scale blood drive campaign, but this is the first we’re hearing of “sunscream” and “fang floss.”
Matt Diamond, chief executive at Alloy, which is a producer of “The Vampire Diaries,” said he was encouraged that CW executives were selling the series as “a good show that has vampires in it” rather than as a vampire-fest.
“We’re not naïve,” said Mr. Diamond, whose company publishes the “Vampire Diaries” books on which the series is based and is in business with CW on the “Gossip Girl” hit series. “If vampires become yesterday’s news, there will be an element of the show that will not be as popular.”
Update: We’ve got pictures of the Fang Floss and Sunscream in the gallery now.
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