To launch The Walking Dead on Fox Traveller, we used a sharply defined content strategy, across every platform. Taking lead on this strategy, was the idea that instead of using the show trailers on digital, we would create original video content, so we could have greater reach and virality. Our insight for the video content was universal: everyone loves watching someone else get scared out of their minds.
The two prank videos, an Indian zombie meme campaign on Twitter and an innovative media campaign supporting this content, resulted in getting us numbers, tune-ins and two silvers in the categories of Best Viral Marketing Campaign and use of Best Social Media in a Campaign, at the Campaign Digital Crest Awards, 2014.