We chose to approach The Walking Dead, not as a show about zombies, but a show about people. This insight evolved into a promotion that aimed to immerse the public in a campaign that placed them at the heart of the difficult decisions face by the characters in the series. The promotion was initiated ATL through two television campaigns that were supported by several ambient activations, online video and launch events held in cities throughout the world. The campaign also included direct pieces, print executions and several chilling ambient executions.

The response was phenomenal. ‘The Walking Dead’ received the highest AMC ratings in history, with more than 5.3 million viewers tuning in. This made it the highest-rated debut for any cable series for the 18-49 demographic. A second season of ‘The Walking Dead’ is already in the pipeline.