Season 7 of The Walking Dead was coming, and we were asked to help raise awareness amongst an audience with a high zombie appetite, and making the show synonymous with Sky.
Understanding The Walking Dead community
Firstly, we kicked off the campaign by auditing the type of content that passionate Walking Dead fans engaged with. The outcome? People watched the show repeatedly wondered ‘what would I do’….
This repeating insight was a clear brief for us to work from. Why not arrange an experience that convinced users that The Walking Dead was real… and coming?
Localising the idea
Then, we built a range of videos with the Sky News team, reporting on the (fake) news that Walkers had arrived and were in audiences’ areas that cut between the studio and ‘real’ zombie footage.
Finally, to generate even more belief and reach, we created localised versions of the video, with walkers being spotted in 5 popular locations in the UK: London, Manchester, Birmingham, Liverpool and Newcastle. They were everywhere!