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 The Walking Dead

Case Study

transit Advertising in Los Angeles
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The Walking Dead’s subway campaign ignited significant social interaction on Twitter, as the campaign reached over 44,000 consumers and spread to 2.1 million consumers in two weeks.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

As part of their campaign to promote the season finale and season premiere of their spinoff show, AMC utilized OOH to transform the NYC subway into the horrific zombie apocalypse Rick Grimes and the survivors must battle to stay alive in the TV show.

Details

Market: New York City

Media Buy: Shuttle Train

Flight: 4/1/18 - 4/28/18

Rational

AMC wanted to create an environment that would encourage people to join the social conversation leading up to the finale and premiere. By utilizing the larger than life media, AMC was able to have the show’s zombies join New Yorkers along their commute—giving consumers shareable content that would maximize the shows’ promotion. Train wrap advertising was the perfect medium for consumers to step in and experience a full branded experience.

Results

The Walking Dead’s subway campaign ignited significant social interaction on Twitter, as the campaign reached over 44,000 consumers and spread to 2.1 million consumers in two weeks.

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