Task

AMC, a hugely popular American cable channel, was about to come to Ukraine with top shows like The Walking Dead, and Fear the Walking Dead. Alas, no matter how big AMC is internationally, here, in Ukraine, people don’t know much about it. Why should they pay for yet another channel when they already have hundreds of channels?
Short on budget, and limited in time, we decided to win the hearts and minds of Ukrainian opinion leaders first, who’d then say their word in favor of AMC to the public. Enthusiastically. And for free.

Solution

A press conference?.. – No

A press conference of the Walking Dead?.. – Maybe

A press conference by the Walking Dead?.. – Hell, yeah!

We gave the voice to the ones who have never had it. The walking dead themselves. We let the walkers lead the press conference and convince the guests that AMC shows are really something else.

Result

• Deadly convincing press conference - 1.
• Journalists and bloggers scared to death and loving it - 108.
• Ecstatic posts in social media praising the launch of AMC - 560.
• Peaceful citizens were convinced to subscribe to the channel - 780 000.