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Talk about a unique marketing strategy!
As a way to promote The CW’s new show The Vampire Diaries, The CW Network, Alloy Media + Marketing and the American Red Cross are joining forces for blood drives at more than 230 high schools and college campuses across the nation.
But its the theme “Starve a Vampire. Donate Blood” initiative which started Tuesday and will continue for five weeks which encourages students from around the country to donate blood through the American Red Cross – by taking advantage of the popularity of the “vampire” craze due to TV, movies and books.
The Vampire Diaries – the latest vampire TV show – will make its debut on Thursday, September 10 at 9 p.m. ET/PT on The CW.
What’s really neat is specially branded “The Vampire Diaries” material and freebies will be given out at the blood drives. During the blood drives, each location will feature themed “The Vampire Diaries” refreshment areas where students can refuel with special snacks. Exclusive “The Vampire Diaries” footage will be featured on TV monitors. And everyone who donates blood will be given special promotional items, including customized t-shirts.
The stars of The Vampire Diaries will help promote the blood drive initiative by making a special visit to the blood drive at Georgia Tech today to encourage students to donate blood.
Plus, The CW and The American Red Cross will produce a public service announcement promoting the need for blood donations, featuring the cast of The Vampire Diaries.
“In teaming up with the American Red Cross and Alloy, we’ve created a national campaign for our new show ‘The Vampire Diaries’ that is creative, imaginative and at the same time, has the ability to save lives,” said Rick Haskins, EVP, Marketing and Brand Strategy, The CW. “Through these blood drives, we’ll be able to connect with students across the country promoting both a wonderful new show and an important cause.”
Honestly, it’s a pretty good idea. Sure, The Vampire Diaries is using it as a marketing tool. But in today’s society, that’s what teens and college students pay attention to – TV, movies and books. If we can teach them early in life to donate blood, they will be more likely to continue to give in the future.
“This is a great opportunity to engage the younger members of our communities in blood donation activities at participating high school and college campuses across the country,” said Stephanie Millian, spokesperson for the American Red Cross.
If you happen to be at one of these blood drives, take a picture or video and send it to New to TV. You can e-mail photos to cheril.vernon@b5media.com.