We were tasked with creating hype around the launch of Season 2 of the highly acclaimed zombie apocalypse television series, The Walking Dead. As the show was already established, we wanted to highlight how adaptable one might become after living in a zombie apocalypse for some time. Whatever tragedy befalls us; we ultimately find a way to live on and fall into new routines: as life goes on, again.

We created a fake trailer that flighted prior to the movie. A live actor in full zombie make up enters the cinema half way through the trailer and begins distracting audiences. The actress on screen becomes distracted by the zombie and pulls out a gun, fires and kills the zombie, then nonchalantly goes back to her conversation: creating interactivity and talkability. We filmed the entire activation it was loaded onto social media platforms to engage and enhance the awareness message, as well as to generate PR activity around the show.

Within 4 weeks of the activation event being shared online, the YouTube platform had delivered over a million views, which drove further conversations around the show on numerous blogs and other social media platforms such as twitter and Facebook. Local press had also taken note of the activity and numerous prominent journalists recounted the event on traditional platforms. All of the activities resulting from the activation event delivered on higher viewership on the TopTV platform – the only platform that the show is available on the South African market.