DEW and AMC created a bespoke, 360 program that brought the TWD world fans love directly into consumer’s living rooms – exclusively across our respective Trademark suite of Products and Entertainment platforms. The TWD ENCOUNTER Augmented Reality app gave fans a first of its kind opportunity to create real-life interactions with their favorite TWD Walkers at the touch of their fingertips. Building anticipation each week with new releases through special A/R-able commercials and scanning LTO products in-store, fans were enabled to “share their scare” throughout the entire Season 8A.

We brought the story to life cross-channel and cross-DEW Trademark, debuting the first-ever augmented reality-enabled spot during TWD’s season 8 premiere episode. Promos across on-air, digital and social invited fans to download the app to unlock & collect iconic Walkers at-Retail by scanning both specially-marked DEW packaging featuring TWD characters as well as the A/R enabled DEW commercial during new episodes.

DEW and AMC created a holistic, first-to-market program around The Walking Dead. Spanning DEW channels from Media to Product-on-shelves, we enabled fans to experience the Show in a whole new dimension via the new TWD ENCOUNTER app.

Tease:

We featured top TWD characters across DEW packaging that unlocked new AR experiences, resulting in iconic Walkers landing directly in fans’ worlds. The TWD ENCOUNTER app was unveiled during an exclusive demo at San Diego Comic Con within AMC's "Deadquarters.”

Launch:

DEW aired the first-ever AR-enabled TV spot along with TWD’s season 8A premiere and 100th episode. Custom teasers prompted fans to download the app for an exclusive experience to be revealed later in the episode. Cue DEW and the Walkers entering fans’ living rooms. Following download, fans were driven in-store to unlock new Walkers while also being reminded to tune into TWD weekly for new Walker releases, all shareable on Social.

Our DEW X AMC TWD partnership was a success, resulting in key Sales, PepsiCo system and consumer Brand affinity metrics:

• SALES

o Delivered positive lift vs YTD trend on key 20 oz DEW Products during promo window (DEW Results)

o Generated 2% Sales Lift among The Walking Dead viewers, with DEW Carbonated Soft Drink Category share increasing while our competitors decreased (Nielsen Catalina Solutions)

• CONSUMER + BRAND AFFINITY

o Increased Brand opinion with 24% of users being likely to purchase DEW products and 23% likely to purchase different DEW flavors

o Resulted in 137K+ TWD ENCOUNTER co-branded app downloads with 87% active users