Creative in association withGear Seven Creative Channel
What We Do in the Shadows Campaign to Give SXSW a Taste of the Dark Side
Post Production
New York, USA
The Mill's Campfire creates a 'vampire library' for the launch of the new FX show

FX is officially sinking its teeth into South by Southwest (SXSW) with the announcement of the What We Do in the Shadows vampire library campaign. Inspired by free library boxes that have popped up around the country, FX has designed a number of 'vampire themed' structures filled with books in the genre, as well as other titles that reflect elements of the new original series.

From March 9th – March 12th, dusk until midnight, fans can visit the vampire libraries to select a free book of their choosing. They will also be given specialised bookmarks that promote the opportunity to enter a sweepstakes for the chance to win cash prizes.

The What We Do in the Shadows vampire library campaign was created and produced by The Mill's Campfire. Campfire specialises in world-class participatory programs and immersive experiences that ignite fan cultures, encourage spread and drive awareness.

Fans can find the branded vampire libraries at the following Austin locations.

o El Naranjo, 85 Rainey Street

o Bat Bar, 218 E 6 th  Street

o Iron Works BBQ, 100 Red River Street

Set in Staten Island, What We Do in the Shadows follows four vampires who have been roommates for hundreds and hundreds of years.

Created for television by Jemaine Clement, What We Do in the Shadows is Executive Produced by Clement, Paul Simms, Taika Waititi, Scott Rudin, Garrett Basch and Eli Bush. What We Do in the Shadows stars Matt Berry, Kayvan Novak, Natasia Demetriou, Harvey Guillén and Mark Proksch.