'True Blood' sucks in brands to produce ads tied to season 2

Big brand names are sinking their teeth into fake ads for True Blood, HBO's sexy vampire-themed hit.

Fashion house Ecko Unlimited, car company Mini, insurer Geico, Gillette, Harley-Davidson, and career site Monster will lend marketing cachet to the popular show.

The True Blood ads, which appear in magazines and online starting Tuesday, are designed to get people to tune into season two, which begins June 14. "A key element to the show is that vampires live among us," says Zach Enterlin, HBO's vice president, advertising and promotions. "We've extended that idea to cross over and bend reality to target vampires with faux special vampire products."

In the show, vampires have learned to survive without nibbling the necks of humans, thanks to a synthetic blood beverage, Tru Blood. The drama hinges on whether they will.

Among ads: a Monster ad that promotes "thousands of night-shift positions," and a Mini convertible ad that let's you "feel the wind in your fangs." Ads will run in Us Weekly, TV Guide, The New York Times and New York Magazine, and digital ads include placement on CNN and entertainment sites.

"We're always looking for ways to do something unique and unexpected and break through the clutter," says Mini marketing communications manager Kate Alini. "The show is thought-provoking and edgy. It's a really good fit."

And it's a good vehicle for reaching viewers in the same target market. "This is a very cool, sexy, powerful brand," says Dino Bernacchi, Harley-Davidson's director, advertising, promotions and entertainment. "It's youthful and powerful and has attitude and strength. That's really a great partner for a brand like ours."

Viewers have gotten sucked in, too.

Vampires are hot. Last summer, the movie Twilight took in nearly $200 million domestically. True Blood, which made its debut last year, drew an average audience of 7.8 million viewers per episode. The Sopranos, which ended its initial run in 2007,was HBO's top show, with an average audience of 14.2 million. Sex and the City had an average 10.3 million per episode when it wrapped up in 2004.

Ad agency Digital Kitchen developed more than 30 mock-up ads to persuade brands to be part of the campaign for HBO, which is picking up the majority of the costs.

They targeted fashion, automobile, personal care, insurance and careers.

"If vampires really did exist, wouldn't advertisers try to sell to them?" says Don McNeill, president, Digital Kitchen. "You need product offerings." Insurance and job searches were in the list, because they'd be tough for vampires to land.