The Walking Dead season 4 was coming to Fox Channel in Portugal and we needed to attract the existing fans for the new upcoming season. The strategy was to come up with something never seen that would connect the new series (bloodier than ever) to the target audience like never before bringing them closer to the content.

Teaming with Portuguese national blood bank, we created for the fans: The Walking Dead Blood Store. 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 The Walking Dead exclusive, numbered and limited memorabilia. The more blood given, the more and better the products.

This meant using tools and execution that escaped the usual mass media and that told a story people wanted to not only be a part of, but also share and talk about their behaviour (donating blood for a cause) as well as their conquest (a unique collector's merchandising piece).

First ever store in the world where the currency is blood;

Making real people and fans relate so deeply they are physically contributing and interacting (with needles) in exchange for an exclusive and limited collector's piece of the series;

Task and reward system with a physical (product) and emotional (donating blood for a cause) balance, also including a member get member for bigger impact and self usage;

The series is all about survival and extremely bloody visually and emotionally. Against what other threat would we need more blood than a zombie epidemic like the one on The Walking Dead?

Making real people and fans relate so deeply they're physically contributing and interacting (with needles) in exchange for an exclusive collector's piece of the series.

A task and reward system with a physical product and emotional cause (donating blood) , also including a members get members for bigger impact and self usage;

17% increase of viewers versus the last season of the show;

571% increase in donations in comparison to the previous year;

67% of the total donations were made by first time donors;

More than 5,000 visits to the store (10 days) impacting fans in a closer way than ever.