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