The CW has announced plans to promote The Vampire Diaries with a blood drive, according to reports.
The upcoming series, which centres on two decidedly different bloodsucker brothers and stars Ian Somerhalder, was highlighted by the 'Starve a Vampire. Donate Blood' initiative this week.
The five-week marketing campaign will target more than 230 high school and college campuses in the US, while encouraging students to donate blood through the American Red Cross, says TV Guide.
Each locale is to feature series-related refreshments, clips of the show and customised T-shirts for those who participate.
The Vampire Diaries will debut Thursday, September 10 on The CW.