Our Contagious Idea
How do you get people excited about the return of a TV show that’s been on air for 7 years? You need to mix things up…or remix them to be exact.
We got fans dead excited about season 8 of The Walking Dead on NOW TV by bringing the world of walkers and grime music together to deliver a culturally relevant campaign that delivered a big boost to YOY viewing figures.
In 2017, you’d have to be living under a rock to not notice the emergence of grime music into the mainstream and using online insight tools Sysomos and Tubular, we proved that there was a large crossover between fans of grime music, The Walking Dead and NOW TV’s target audience.
Armed with our findings, we got audiences pumped up about season 8 by creating ‘The Walking Dead Riddim’ - a grime ‘hype’ track with lyrics penned by MOBO-nominated MC and fan of the show, Bugzy Malone, and legendary producer Swifa Beater remixing the base line to the show’s iconic theme tune.
We filmed a super slick music video featuring Bugzy and a host of walkers roaming around a post-apocalyptic Manchester, dropped a teaser of the video the night before release on Bugzy’s social channels, teed up all the UK’s major music channels, hosted a range of interviews with Bugzy hot on the heels of his 2017 MOBO nomination for Best Male and put Bugzy’s The Walking Dead knowledge to the test with a fun challenge based Facebook quiz.
How far did it travel?
We set out to excite people about the new season of The Walking Dead – what we ended up doing was creating a grime banger that was embraced by the British urban music scene as a whole.
Within hours of posting the track online, we secured our first airplay on Charlie Sloth’s Radio One show. Within 24 hours the track was getting daily plays on Radio 1xtra and Kiss FM and coverage was rolling in from Daily Mirror, Metro, Mashable, UniLad, The Daily Telegraph and Evening Standard.
Within 48 hours of release, the music video had racked up 2 million views (over half of which were organic) generating a Facebook reach of 3.2 million, and by the end of the week we secured 89 pieces of coverage and the track was added to Radio 1Xtra’s official playlist!
The Walking Dead Riddim was the best performing piece of video content ever posted on NOW TV’s Facebook page and had 30x more engagement than their standard posts.
Evaluation from the campaign showed the target demographic of 18-30 year olds are now 1034x more likely to engage with NOW TV and a significant boost in viewing figures for Season 8 was also achieved.