Playing Undead: True Blood game sells DVDs

New York – American broadcaster HBO has released an interactive video to promote the DVD release of the third season of its vampire drama True Blood.

The Dig Deeper campaign encourages True Blood fans to test their knowledge of the series by answering questions based on visual clues hidden inside a short video clip. As the clip plays on the website, users can click on objects that relate to specific moments in the series. A box containing a related question pops up in the video, allowing the user to type in the answer.

Once all the clues have been collected, players will be entered into a draw to win an as yet undisclosed ‘ultimate true fan experience’.

The campaign is intended to encourage consumers to purchase the DVD box set, in order to be able to find the missing clues. In the Ubiquitous Gaming Culture movement, brands are increasingly using game mechanics to draw in consumers. Dig Deeper is a great example of gamification that is directly linked to a product.