HBO unveils 'True Blood' marketing poster

HBO has unveiled a new marketing effort for its series "True Blood," an attention-grabbing poster consisting of a single word: "VILF."

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The poster, a play off the slang word "MILF," is one piece of a 12-part weekly advertising series to promote the vampire drama, months in advance of the show's planned June 13 return.

The teaser campaign coincides with HBO re-airing Season 2.

"We're starting pretty far out and striving to empower the show's rabid fan base with key pieces of content," said Courteney Monroe, executive vp consumer marketing at HBO.

The posters have no connecting theme, with each existing as a stand-alone and, the network hopes, viral-friendly image.