The idea was to step in the most watched series in the world. The Walking Dead fans are very engaged with the series and use their social media to talk about it. Every year, the season premiere is trend topic on Twitter in Latin America. Our insight was that we could take part of this social media conversation by exhibiting a funny and astonishing zombie film on TV right before the season premiere. That way we could increase the campaign’s reach. To make the campaign really incisive and to create empathy with the TWD fans, we put some iconic elements of the series in the film (e.g.: Carl’s hat, Negan’s baseball bat, Glenn’s eye…).

The atmosphere and script of the film are inspired by the TWD universe. In the plot of the series, it’s very usual for survivors to get in abandoned supermarkets and groceries to look for food and other supplies. We also chose a director expert in zombie and monster films. Because it’s a Latin America campaign, we had to adapt the language and coordinate the social media posting with all the countries local teams.

A survey with Fox Channels fans on Facebook says that 83% understand the main message: Listerine builds stronger teeth.

Beside sending this clear message, we could develop excellent integration with the show: 76% thought it was a TWD content. 77% told us this is the best kind of publicity ever.

At last, people want to buy more Listerine. 62% said their intention to buy the product has increased after watching the film.

The social media buzz was successful. In Brazil, we increase in 19x the brand mentions.