The Walking Dead

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Launching the hit US series The Walking Dead on Sundance TV in multiple European countries.

Objective:

Sundance TV acquired the rights to broadcast numerous seasons of the popular US drama The Walking Dead in Europe. Based on Robert Kirkman’s popular comic book series about a zombie apocalypse, the epic drama was developed and executive produced by Academy® Award nominee Frank Darabont (The Shawshank Redemption).

Tactics:

The first season of The Walking Dead received enormous critical praise in the US, where it is seen on Sundance TV’s sister network AMC, and was subsequently nominated for Golden Globe® and Emmy® Awards. When the second season debuted in the US just prior to Sundance TV’s European premiere, it attracted the largest audience for any original series on the network. The show’s unparalleled acclaim and ratings performance were highlighted to European press to entice them to review the series. A press junket in Paris was orchestrated for lead actor Andrew Lincoln (Love Actually) ahead of the premiere. Phone interviews were arranged with additional cast members including Norman Reedus and Danai Gurira.  Online video using interview clips and creative on-air promos were supplied to websites and blogs, along with a wide selection of striking images.

Results:

The Walking Dead launched with widespread press coverage in print and online media praising the show for its high production values and strong performances. Features included Belgium’s influential Le Soir and France’s Le Monde daily newspapers, along with international outlets FHM and Premiere, among many others. Numerous online outlets and blogs showcased the on-air promos for the series, including a subversive holiday themed advert, along with interview clips from the press junket with Andrew Lincoln.

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The Walking Dead – TV spot