Loto-Québec hijacked more than 5,000 screens in convenience stores that usually only display security camera footage to broadcast images of a “walker” attacking a customer in the beer fridge. By taking over these surveillance screens—which have been a regular part of the retail landscape for years—Loto-Québec was truly able to take its target audience by surprise.

One month prior to Halloween, Loto-Québec modified the security camera footage displayed on surveillance screens in more than 5,000 convenience stores, instead showing an actual “walker” from the TV show The Walking Dead attacking a customer in the beer fridge.

The video showing the idea became the most popular post in Loto-Québec’s history. However, after receiving a few customer complaints, Loto-Québec had to pull the plug on the in-store ad.