Viral marketing campaigns have changed the way the entertainment industry lures audiences. For the TV show "True Blood," for instance, the ad campaign that generated buzz was an effort to mobilize support for a (fictitious) Vampire Rights Amendment. The Takeaway is joined by one of the people behind the "True Blood" campaign, Steve Wax, a managing partner at Campfire ad agency, and Brian Morrissey, Digital Editor for Ad Week magazine.

Watch a video featuring the Vampire Rights Amendment viral ad campaign: