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HBO have launched their latest digital campaign for season 4 of True Blood, creating a Facebook app called “Immortalize Yourself” that plays out a unique, customised video featuring you and your friends… You can choose who features in it, or let it pick randomly from your profile…

If you are a huge fan, this is pretty cool, but isn’t unique by any means, and I think we could all find a few recent campaigns that have used this Facebook Connect functionality to create a bespoke video on the fly. So the question I have for you, is does that matter?

Should HBO have tried to create something more unique for its near 8 million Facebook Fans? Or is it smarter (safer?) going down a proven path where they know this exact content strategy generates traction and shareability with a degree of ease?