HBO TRUE BLOOD  |  #MYBADTHING
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sin goes social
Challenge:  HBO needed to generate buzz for the 6th season of True Blood, but the show had long since "jumped the shark" and fans had grown tired of Sookie and her fellow Bon Temps denizens.

Solution:  At its heart, True Blood was a guilty pleasure. So we created "Bad Things", a customized tumblr site where TB fans uploaded naughty confessions (onsite or with #mybadthing on twitter) to generate personalized "trubie" posts. The result? Over 20,000 posts in the first month. And True Blood had its strongest launch in three years.

Fans uploaded their confessions on the site or through twitter at #mybadthing to create custom "trubie" posts.

Being naughty is contagious. The site generated over 20,000 unique custom posts in the first month. Sharing spread the fun even further.

10,411 likes. 1,312 comments. 8,055 shares.

7,352 likes. 1,103 comments. 5,132 shares.

6,276 likes. 1,733 comments. 3,121 shares.

4,672 likes. 1,623 comments. 4,347 shares.