Challenge: How to promote the 4th The Walking Dead season in a unique way, gathering the target audience in a social relevant way.
Output: The fans were eager for more thrilling action and bloodshed and we knew it. So we thought: “If you want blood, YOU got it!” Teaming up with the Portuguese national blood bank institute, IPST, we set up something special: The Walking Dead Blood Store. The world’s first store where the currency is blood. All the fans had to do was to extend their arms and donate blood to buy from a series of official The Walking Dead products.
We witnessed an amazing 571% increase in blood donations in comparison to the previous year, and 67%of the total donations were made by first time donors. There was a 17% increase of viewers versus the last season of the show, placing the Fox channel as cable TV’s ratings leader for its target group.
CCP 2014: Gold in Field Marketing (Direct Marketing)
CCP 2014: Gold in Consumer Events (Promo and Activation)