About The Riding dead
Localizing the promotion of The Walking Dead TV show by allowing fans to experience a Zombie Outbreak in Asia!
Here, we engineered the drama and suspense of a zombie outbreak during a traffic jam.
“YOU PICKED THE WRONG DAY TO BE IN A JAM”
The Driver’s casual attempts at conversation are halted when suddenly, a commotion breaks out, several cars in front. As the Driver narrates a series of unexpected events, it becomes clear that the unimaginable is happening - a horde of zombies is taking over the highway! The action unfolds in the passenger’s POV as they decide whether it’s fight or flight.
Here, we engineered the drama and suspense of a zombie outbreak during a traffic jam.
“YOU PICKED THE WRONG DAY TO BE IN A JAM”
The Driver’s casual attempts at conversation are halted when suddenly, a commotion breaks out, several cars in front. As the Driver narrates a series of unexpected events, it becomes clear that the unimaginable is happening - a horde of zombies is taking over the highway! The action unfolds in the passenger’s POV as they decide whether it’s fight or flight.
The Making Of
Original production created exclusively to promote The Walking Dead 7 on FOX in Asia.
The on-ground event
Cross-promotion with Grab and Uber in Malaysia, Philippines and Indonesia for on-ground activation.
The participation
The Social Content
Influencers
Call-to-Action Video
Video with direct CTA for people to call a Grab car to experience The Riding Dead VR
Reaction Video & Optimization
Social content created around the on-ground event to create viral buzz.
Below are two versions: the one 'before' lacked a hook at the beginning, resulting in a high video drop out rate. Also lacked our company branding, resulting it poor brand recall and association.
The one 'after' fixed these issues by having an influential scene that can entice the audience even without sound followed by branding to establish the linkage.
Results of the A/B test increased the view-through rate from 15% to 50% with video completion rate up from 8 sec to 55 sec! This in turn dramatically increased video views and engagement, including massive lift in reactions, comments and shares.
Below are two versions: the one 'before' lacked a hook at the beginning, resulting in a high video drop out rate. Also lacked our company branding, resulting it poor brand recall and association.
The one 'after' fixed these issues by having an influential scene that can entice the audience even without sound followed by branding to establish the linkage.
Results of the A/B test increased the view-through rate from 15% to 50% with video completion rate up from 8 sec to 55 sec! This in turn dramatically increased video views and engagement, including massive lift in reactions, comments and shares.
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BEFORE
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AFTER
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Final 360 VR Video
After the on-ground event, the VR video was posted on Facebook and YouTube for the mass public to experience The Riding Dead for themselves.
the Results
Super Engagement of all localized The Walking Dead Content on FOX Facebook fan pages!
VR 360 Video
Final VR video received immense reach with thousands of comments and 19,000 shares!
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Reaction Video
6M unique people reached in a SINGLE Video for just Philippines ONLY!
Over 3.7M of those unique people reached were ORGANIC! |
