Something was happening, a social phenomenon, people wanted to express themselves at every moment. 2011 was the year when protesters took the streets of Chile and all around the world. Chile offered a perfect environment to organise all kinds of cultural and social manifestations.

Our society is facing dramatic changes. We are seeing an increasing level of social effervescence arising throughout the world. People want to have a say and express themselves massively at the streets. They want to express and shout out their joys, emotions, sadness and problems. That is exactly what they have done almost in every corner of the world.

Chile has not been the exception. Chileans are not only emotional but also infuriated! Besides that, they are interconnected and there is a strong feeling of empowerment to all major media, especially social medias. It is not surprising then that people today are highly organised. Every time there is something they like or dislike they express themselves immediately and each act of expression becomes instantly public and increasingly massive.It is a fact! People had the power, especially in social media.

We colonised Santiago calling on the people to adhere to this rebellion through the social networks (Facebook). They participated very motivated, dressing up with creative costumes, full of colours and make up.An integrated campaign supported this activation with campaigns on:Paid TV: Spots on FOX Channel.Internet: Banners on the official website of the channel.Social media: we create a Facebook group to inform about all the activities.Outdoor: during the zombie walk we gave the people some protest tools announcing the launch of the series.Radio: we produce some radial advertising to promote the new season.

-+6.000 people participate, exceeding by 50% the objective.-Fans spread the manifestation through social media, +9.000 friends-Other countries replicated the manifestation.-We got media coverage free for an estimated 9x the total activation budget.-Other collateral demonstrations: Thriller dances at the front of the presidential palace, family’s home videos, and zombie dances on weddings.FOX achieved an high audience for the season. A total leading position among 18-49 years old (series target) during the series schedule. Walking Dead is today 1 of the top 3 most watched series on pay TV in the market. Rating increase 25% consolidating a leading position. The launch was one of the most successful in the history of FOX Channel in the market, over passing the first one.

To overcome at least by 50% the average rating of the prime time block (22:00 to 23:00 hours) during the premiere, in comparison with the last month data. Achieved!We reached an average rating for the whole season that equals the 2 most successful TV shows for the target: Glee and The Simpsons. Walking Dead is today 1 of the top 3 most watched series on pay TV in Chile.