When it comes to utilizing Twitter in a marketing campaign, nobody do it better than True Blood. The HBO original series based on the popular Sookie Stackhouse Chronicles/Southern Vampire Mystery novels by Charlaine Harris not only spawned countless fan and roleplay groups on twitter in 2010, it figured out what to do with them and secured a place in Twitter history by walking away with the Industry Shorty Award for Best Use of Twitter in a Marketing Campaign. #TrueBlood won a Shorty Award for entertainment in 2009.

True Blood Shorty Award Winner
Last year’s marketing blitz for the True Blood Season 3 Premiere was a stroke of genius. The @TrueBloodHBO digital media campaign revolved around “The True Blood Ultimate Fan Experience”. Fans used a Facebook application to play for tickets to midnight screening events which included the Season 2 finale, an exclusive Season 3 sneak peak and a live simulcast Q&A with the cast and series creator Alan Ball held in 50 cities across the U.S. The Twitter campaign kicked in when it came time to select 50 “Ultimate Truebie Sheriffs” to represent each city. Fans were asked to tweet why they should be chosen as their Area sheriff. Taking things one step further, True Blood’s blog, Bloodcopy.com transformed itself into a Twitter microsite displaying show-related Twitter lists. Topping things off, Kristen Bauer van Straten (Pam) and Joe Manganiello (Alcide) hosted a live Twitter chat on Bloodcopy.
Sounds great, right? But did it work?
Boy, did it. The True Blood Season 3 Premiere pulled more than 5 million viewers compared to the 3.7 million viewers for the True Blood Season 2 Premiere. A Sunday night replay of the premiere episode pulled in another 1 million viewers. We should also mention the True Blood Season Premiere beat FOX and NBC in it’s time slot.

Shorty Awards
The brilliant Twitter campaign defeated @BGConOxygen Season 6 Premiere and @nyjets Playoffs Sweepstakes to take home the Shorty Award for Best Use of Twitter in a marketing campaign.
The Shorty Awards, which honor real-time content creators on Twitter, Fasebook, Foursquare and Tumblr, were presented at a celebration at TimesCenter in New York City this weekend. During the ceremony, guests received a video greeting from space, courtesy of astronaut Palo Nespoli (@Asto_paolo). Musical guest Amanda Palmer (@Amandapalmer) performed a unique song whose lyrics consisted of the best/worst tweets of the previous year that she composed specifically for the ukulele and the ceremony.
Four new awards were introduced this year:
- Foursquare Location of the Year awarded to South By Southwest
- Foursquare Mayor of the Year awarded to Baratunde Thurston @baratunde
- Microblog of the Year on Tumblr awarded to The Daily What
- Best Brand Presence on Facebook awarded to Carnival Cruise Lines
Award presenters included, Kiefer Sutherland (@RealKiefer), Jerry Stiller & Anne Meara (@StillerandMeara), comedian Jim Gaffigan (@JimGaffigan), CNN Anchor Ali Velshi (@AliVelshi), Stephen Wallem (@StephenWallem) from Showtime’s Nurse Jackie, Miss USA 2010 Rima Fakih (@TheRealMissUSA) and Miss Teen USA 2010 Kamie Crawford (@TheRealTeenUSA). Foursquare co-founder and CEO Dennis Crowley (@dens) presented the two new Foursquare awards.
The winners of the 3rd Annual Shorty Awards (listed alphabetically by category):
Actor: Neil Patrick Harris @ActuallyNPH
Actress: Stana Katic @Stana_Katic
Apps: COLOURlovers @colourlovers
Art: One Stop Poetry @Onestoppoetry
Author: Shawn S. @TreatWomenRight
Author: John Green @realjohngreen
Celebrity: Kim jae joong @mjjeje
Charity: The Trevor Project @TrevorProject
Connecting People: Shannon Miller @shannonmmiller
Cultural Institution: Tyneside Cinema @tynesidecinema
Cultural Institution: Science Gallery @ScienceGallery
Customer Service: Research In Motion @BlackBerryHelp
Design: Codeorama @Codeorama
Entertainment: Barney Stinson @Broslife
Fashion: Ann Li @thisisAnnLi
Finance: Slow Money @SlowMoney
Food: Epic Meal Time @EpicMealTime
Foursquare Location of the Year: South By Southwest
Foursquare Mayor of the Year: Baratunde Thurston @baratunde
Gaming: Adam Montoya @SeaNanners
Government: Cory Booker @CoryBooker
Green: Mud Baron @Cocoxochitl
Humor: The Dark Lord @Lord_Voldemort7
Innovation: Rene Silva Santos @Rene_Silva_RJ
Journalist: West Wing Report @WestWingReport
Microblog of the Year on Tumblr: The Daily What
Music: Jonas Brothers @JonasBrothers
News: Lei Seca RJ @LeiSecaRJ
News: The Young Turks @TheYoungTurks
Nurse: Ronivin Pagtakhan @ronnievinn & Matthew Browning @MatthewBrowning
Politics: Marina Silva @silva_marina
Politics: The Bloggess @TheBloggess
Real-Time Photo of the Year: Moon from Space by Douglas H. Wheelock
Science: MythBusters @MythBusters
Social Media: Facts About Boys @FactsAboutBoys
Sports: New Orleans Saints @Official_Saints
Tech: SoldierKnowsBest @SoldierKnowBest
Television: Attack of the Show @aots
Television: Sesame Street @sesamestreet
Travel: JD Andrews @earthXplorer
Weird: Alli Speed @allispeed
Weird: I do this too! @omgidothistoo
Special and Industry Awards:
Lifetime Achievement: Conan O’Brien @conanobrien
Best Brand Presence on Facebook: Threadless
Best Brand Presence on Facebook: Carnival Cruise Lines
Best Brand Presence on Twitter: Threadless @threadless
Best Integration of Social Media with Traditional Media: MTV’s 2010 VMAs Twitter Tracker
Best Location-Based Marketing: Bravo’s Top Chef Just Desserts
Best Social Game: Gillette’s Blade Change Challenge
Best Use of a Video as Part of a Social Media Campaign: Daniel Radcliffe Video for The Trevor Project
Best Use of a Video as Part of a Social Media Campaign: Ken Block’s Gymkhana Three, Part 2
Best Use of Facebook in a Marketing Campaign: Chick-fil-A Spicy Chicken Sandwich
Best Use of Twitter in a Marketing Campaign: @TrueBloodHBO Season 3 Premiere
Best Use of Twitter or Facebook for E-Commerce: Benefit Cosmetics’ Bazaarvoice Ratings & Reviews
Best Viral Campaign: The Last Exorcism’s Chatroulette Reactions
Congratulations to all the nominees and winners of the 3rd annual Shorty Awards!