DEW’s key objective was to drive volume in sales by creating an engaging, fan-first experience that extended to Product + Retail with the #1 Show on television.
The Dew brand was eager to create an efficient, yet high-buzz partnership with a media property that excited both the internal PepsiCo system and DEW consumers in the back half of 2017. With limited end-of-the-year budgets, we had to strategically develop a program that extended all the way to product-on-shelves to keep DEW top of mind with consumers in 2017.
The Walking Dead (TWD) on AMC has a fan base that is unparalleled. TWD has been the number one show in all-of-TV for five years in a row, and is the most socially engaged Show, ranking #1 across Twitter, Facebook, Instagram, Google and Tumblr.
More importantly, TWD’s fandom overlapped with our core Dew target audience. Not only did our consumers watch the Show, but TWD was the #1 series DEW fans tweeted about. Dew was also the #3 soft drink brand that fans of The Walking Dead tweeted about on a regular basis. Related, TWD was the #1 property vs. Broadcast for both short and long form content views, meaning that the core DEW consumer would likely engage on mobile with anything related to the Show.
It was imperative that we harness these synergies to drive new excitement for our DEW brand. As such, we aimed to create a custom, break-through way for fans to engage with TWD in a completely immersive way – simply by the palm of their hand.
In partnership with AMC + TWD, DEW created a bespoke, 360-degree program that brought the zombie “Walker” characters directly into consumer’s living rooms and ultimately, their lives. The cornerstone of the partnership was a brand new co-branded app experience: TWD ENCOUNTER, enabling fans to create custom “scares” with Walkers in real life, all courtesy of DEW.
Negotiated via media, we partnered with AMC to feature top TWD characters across DEW packaging and point-of-sale assets in-store which unlocked new, Augmented Reality experiences with the Product. The TWD ENCOUNTER app was teased with an exclusive demo during 2017's San Diego Comic Con within AMC's "Dead Quarters.” Following, DEW aired custom co-branded TWD content cross-channel to drive awareness of the partnership and inspire app downloads.
DEW aired the first-ever AR-enabled TV spot in tandem with the show’s hotly-anticipated season 8A premiere and 100th episode. Early in the Show consumers were prompted to download the TWD ENCOUNTER app for an exclusive experience later in-episode. Cue the DEW.
Airing in the “A” position in commercial time fans saw a fast-paced Walker chase…but there was a twist. The camera panned wide to reveal the chase was staged. TWD fans were adding Walkers to their lives via TWD ENCOUNTER. Following app download users were 1) driven in-store to unlock new Walkers at-Retail and 2) reminded to watch TWD each week for new Walker releases – all of which could be exported across user’s social channels to demonstrate their TWD fandom thanks to DEW.