Group Members: Romy, Jake, Evelyn, Kara, Cathi
Jun 18, 2015
Group Members: Romy, Jake, Evelyn, Kara, Cathi
About the Show
American post-apocalyptic horror television series based on the ongoing comic book series, The Walking Dead, by Robert Kirkman, Tony Moore and Charlie Adlard.
Tells the story of a small group of survivors living in the aftermath of a zombie apocalypse.
Takes place in the Atlanta metropolitan area, as the survivors search for a new home away from the shuffling hordes of the undead, or "walkers".
Plot is focused primarily on the human element of a post-apocalyptic world and the way the struggling humans survive
Show Profile
Genres: Post-apocalyptic, Zombie apocalypse, Horror, Drama
Series Premier: October 31, 2010
Filming Location: Atlanta, Georgia
Starring: Andrew Lincoln, Jon Bernthal, Sarah Wayne Callies, Laurie Holden, Jeffrey DeMunn, Steven Yeun, Chandler Riggs, Norman Reedus
Company Profile
Launched October 1, 1984 Owned by Rainbow media
Sister Channels: WE TV, Wedding Central, Sun Dance Channel
Headquarters in Bethpage, New York
AMC Stands for American Movie Classics : They are going in a NEW direction now
The Brand
Cultivates and grows viewership by developing or acquiring new programming to attract viewers to its television properties Mainly targets the networks to specific
demographic groups or niche interests, such as women and film fans.
Enables the company can deliver specific audiences that advertisers want to reach
Key Competitors
HBO Showtime
Networks Turner
Broadcasting A&E Networks
ABC Family Bravo Discovery FX Networks iN DEMAND MTV Networks
Spike TV Starz Syfy USA Network
“AMC hit the ratings mother lode in the fall of 2010, when it launched The Walking Dead. During its debut the series produced some of the highest ratings in AMC's history, dominating the coveted adults 18-49 age group.”
- Hoover’s Company Records on AMC
Also Competing for 18-49 adult Viewership on Sunday Nights
Viewership
Season 2 Premier Viewership: 7.26 million viewers
Season 2 Finale Viewership: 6.6 million total viewers 3.5 adults, ages 18-49 3.8 adults 18-49 rating; series
high Highest-rated telecast for any
scripted drama in basic cable history among Adults 25-54 and Adults 18-49
Ranks as the number one scripted drama with adults 18-49 in basic cable history
Strongest Markets
Gender Make-Up
Who’s Talking
What They’re Talking About
PR OBJECTIVES
The Marketing Objectives
The Objective: Because The Walking Dead is already dominating in the ratings for its time slot, the goal is to promote viewership in [1] underrepresented US states and [2] two large, untapped demographics: teenagers & females.
Where to Market, Pt. 1
Marketing efforts will be primarily focused in markets where internet search volume is low. States Include:
1. Colorado2. Washington3. Minnesota4. Iowa5. Nebraska6. Montana 7. Texas – Dallas/ Ft. Worth &
Houston
Markets targeted to increase awareness of show in underrepresented areas.
Where to Market, Pt. 2
Audience #1: Bring in a new market demographic: Teenagers, aged 14-18• Core Audience consists of Adults 18-49
Audience #2: Create higher viewership among females within the Adults, 18-49 category• Social Engagement is composed of 67% Male
PR TACTICS: TEENAGERS, 14-18
PR Tactics
• Drive Trucks during morning & afternoon rush hours
• Hit major intersections & throughways near high schools
PR Tactics
• Produce Limited Supply – 500 Count• Given Out at ComiCon Booths
• Offer to Small Shoe Company as Co-Branding Opportunity• Also help with cost-cutting
Online Interactive ARG
• Walker City photograph contest
• The W.O.R.M. Resistance movement
• Cell Phone, I Pad, and tablet App.
3 Phases: All tie together
Phase 1: The Resistance
• Walker• Outbrea
k• Resistan
ce• Moveme
nt
• Group of survivors• Reaching out to fight
back
• Interactive Web Site• Online Forums• Training Video’s
ARG: W.O.R.M. vs. Walkers
ARG: W.O.R.M. vs. Walkers
Phase 2: The Take Over has Begun
Participants dress up as walkers and take pictures around their cities to show which areas are over run
Phase 2: The Take Over has Begun
***Site maps updated daily
W.O.R.M Alert: We are losing Chicago
• Event lasts 2 months
• City with the largest outbreak…
Relief is on the way!!!
Phase 3: App Game
Rock PaperScissors
W.O.R.M. VS WalkersAvailable on Apple and Android Market!!!
Rules: • Everyone Starts as a W.O.R.M Agent• If a Walker is near you W.O.R.M Agent’s can choose to battle
or run• If W.O.R.M Agent loses they become a Walker. (Can be reset
after 24 hrs.)• Walker picture updates increase number of Walkers in each
city
App Game:
Dodge!
Rock PaperScissors
GroanBite Scratch
Dodge RunSwing
Walkers
W.O.R.M.
Gun
Lose
Walker City
City with the largest Infestationis Claimed Walker City!
W.O.R.M. Reinforcements• Walker Horde
celebration• Special event Bar
Crawl• Special Sneak Peek
of next Season
• Meet the actors• Team Rick and
Team Shane Rally
Fright Fest
Co-brand Fright Fest with The Walking Dead Targets kids, teens, young adults and parents Over 2.5 million attend Cement our standing with target audience, reach out to underrepresented audiences and locales
1) Colorado2) Washington3) Minnesota4) Iowa5) Nebraska6) Montana7) TexasYellow states have participating parks Roughly 227,000 visitors per park
PR TACTICS: FEMALES, 18-49
The Love Triangle There is a love triangle
between the lead character, Rick, his deputy, Shane, and his wife, Lori
Submit their story to relationship advice columns in Cosmopolitan, Marie Claire, & Seventeen
Helps promote the romantic facet of the show, as opposed to the zombies
Project Runway Have designers
create “post-aplocalyptic” outfits to help survivor make it in a zombie infested world
Winning outfit is worn on the show
America’s Next Top Model
Challenges consist of an event & a photoshoot
The photoshoot will be of the contestants as zombies
They will also pose as zombies at a industry party
Winner gets a cameo on the show
Evaluation
Increased talk on twitter Track socialmention.com
Increased female viewership
Tracking through Nielsen.com
Crowd-sourcing via mobile phones