CHALLENGE: 

Breakthrough the clutter to plan and execute the Season 9, mid-season kick-off activation for AMC’s hit show, The Walking Dead, during Super Bowl 2019 weekend.

ROLE: 

Lead Marketing Agency

SERVICES PROVIDED: 

Experiential, Publicity & Visibility, Social, Content Creation, Influencer and Organization Outreach, Integrated Marketing

OBJECTIVE: 

Create and develop a memorable, Instagram worthy and competitive immersive experience in the world of The Walking Dead at an upscale venue in the heart of Super Bowl 2019 events and activities.

STRATEGY: 

Develop a one-of-a-kind Super Bowl influencer experience for AMC’s hit show, The Walking Dead – Season 9, mid-season premier and put the show in the crosshairs of pop culture.

TACTICS:

• Identified and secured an event space. 
• Invited VIP influencers, Personalities, Athletes and Celebs to make event appearances and leverage social media capital to organically generate social media buzz for the Season 9, mid-season launch of The Walking Dead.
• Invited targeted Press and Bloggers to attend the Super Bowl weekend event, participate with red carpet interviews and provide coverage.
• Layered social media activations throughout the event to deliver awareness about the mid-season launch.

RESULTS:

• Secured event space at the AUSTINTONIAN (home of Grammy Award winning artist Dallas Austin).
• Delivered 0ver 185 Celebrity & VIP GUESTS in attendance.
• Previewed an exclusive super teaser of Season 9, mid-season premiere introduced by The Walking Dead cast members.
• Provided Instagram-worthy photo experiences involving personalized images with TWD Negan’s Bat Lucille
• Developed an immersive setting into the TWD world with Walkers, Saviors, Whisperers character models with a red-carpet entrance.
• Delivered high-end food, drink, and moments worth sharing, tweeting and reporting through several media outlets.
• Delivered compelling media impressions, buzz and impact:

• + 6.5MM PRESS IMPRESSIONS
• +7.2 Million SOCIAL MEDIA IMPRESSIONS
• +25,000 SOCIAL MEDIA VIDEO VIEWS
• Rated one of the top 2019 Super Bowl events by the Atlanta Journal- Constitution