In its first season, HBO's True Blood quickly amassed an audience of die-hard fans, but for an increasingly ravenous audience, it wasn't enough to just witness the world of True Blood, they wanted to be able to walk right into it. For Season 2 vampires wouldn't just be walking among us; they'd be deeply integrated into our society. HBO called it 'Hacking Reality,' and it was all about blurring the line between reality and fiction. When it was all said and done, HBO had seized the momentum of True Blood?s first season and delivered an integrated campaign that generated massive press and industry buz, but more importantly, it engaged, provoked and rewarded both die-hard fans and new viewers. Now, True Blood takes home the 2010 Entertainment and Sports Marketing GOLD EFFIE.

Check out the full case study HERE