1. Group Members:
Romy, Jake, Evelyn, Kara, Cathi

2. 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

3. Show Profile
 Genres: Post-
apocalyptic, Zombie
apocalypse, Horror, Dra
ma
 Series Premier:
October 31, 2010
 Filming Location:
Atlanta, Georgia
 Starring: Andrew
Lincoln, Jon
Bernthal, Sarah Wayne
Callies, Laurie
Holden, Jeffrey
DeMunn, Steven

4. 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

5. 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

6. Key Competitors
“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
 HBO  Discovery  Syfy
 Showtime Networks  FX Networks  USA Network
 Turner Broadcasting  iN DEMAND
 A&E Networks  MTV Networks
 ABC Family  Spike TV
 Bravo  Starz

7. 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-

8. Strongest
Markets

9. Gender Make-Up

10. Who’s Talking

11. What They’re Talking
About

12. PR OBJECTIVES

13. 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.

14. Where to Market, Pt. 1
Marketing efforts will be primarily
focused in markets where internet
search volume is low. States
Include:
1. Colorado
2. Washington
3. Minnesota
4. Iowa
5. Nebraska
6. Montana
7. Texas – Dallas/ Ft. Worth &
Houston
Markets targeted to increase awareness of
show in underrepresented areas.

15. 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

16. PR TACTICS:

17. PR Tactics
• Drive Trucks
during
morning &
afternoon rush
hours
• Hit major
intersections &
throughways
near high

18. 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

19. Online Interactive
ARG
• Walker City photograph contest
• The W.O.R.M. Resistance
movement
• Cell Phone, I Pad, and tablet
App.

20. Phase 1: The
Resistance
• Group of survivors
• Reaching out to fight
back
• Interactive Web Site
• Online Forums

21. ARG: W.O.R.M. vs.
Walkers

22. ARG: W.O.R.M. vs.
Walkers

23. Phase 2: The Take
Over
has Begun
Participants dress up as
walkers and take pictures
around their cities to
show which areas are

24. Phase 2: The Take
Over
has Begun
• Event lasts 2
months
• City with the
largest outbreak…
Relief is on the
way!!!
***Site maps updated daily

25. Phase 3: App Game
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

26. App Game:

27. Walker City
• Walker Horde
• Meet the actors
celebration
• Team Rick and
• Special event Bar
Team Shane Rally
Crawl
• Special Sneak Peek of

28. 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

29. 1) Colorado
2) Washington
3) Minnesota
4) Iowa
5) Nebraska
6) Montana
7) Texas
Yellow states have participating parks
 Roughly 227,000 visitors per park

30. PR TACTICS: FEMALES,

31. 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

32. 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

33. 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

34. Evaluation
 Increased talk on twitter
 Track socialmention.com
 Increased female
viewership
 Trackingthrough
Nielsen.com
 Crowd-sourcing via
mobile phones