A £1m multi-media 'True Blood' campaign developed by Walker Media is set to run across outdoor, press, online and TV this month, and will include the use of Sky's Green Button to showcase additional content from the series.
Walker Media said the Green Button acts as "bookable" advertising and allows viewers to easily watch and access extended content, or long form ads, which can also be stored on Sky+ boxes.
FX will encourage viewers to press the Green Button on their Sky remote to watch advertiser created trailers interviews, which will be made available twice a day, everyday.
Sam Hale, managing partner at Walker Media, said: "It's great to see such a cutting edge show capitalising on innovative media opportunities.
"True Blood is a success in the US and to create the same buzz for a UK audience we need to be innovative and creative in our media buying.
"So as well as booking targeted, 'standard', forms of advertising we want to push what we are doing for True Blood."
The 12 episode series of Golden Globe winning 'True Blood' sees its UK premiere on FX on Friday 17th July at 10pm.
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