AMC Achieves Spine-Tingling Performance for Walking Dead Premiere
Walkers are back. The AMC zombie TV series “The Walking Dead” debuted its second season to critical and fan acclaim in October, ravaging basic cable records and biting off a third season commitment from AMC. TargetCast and 140 Proof partnered to promote the show in the social stream, achieving performance twice the network average.
140 Proof Engages Zombie-Focused Personas
AMC and its agency of record, TargetCast, sought to target the 18-34 demographic to grow awareness around the season premiere. 140 Proof took the plan a step further, adding interest-based targeting to reach AMC fans, zombie fans, and Halloween fanatics in the social stream.
The campaign drove social stream users to watch a 30 second trailer for the premiere, and users on smartphones were treated to a fast, native video experience within their social apps.
“The Walking Dead” Breaks Broadcast Records
The season premiere of “The Walking Dead” drew 7.3 million viewers, breaking a basic cable record for the 18-49 demographic.
140 Proof and TargetCast have teamed up to promote three other winning dramas for AMC: Breaking Bad, The Killing, and the newly-launched Hell on Wheels. Since AMC began investing in original programming in 2006, net ad sales revenue has grown 76% and affiliate revenue has increased 49% (Adweek).
Read more about the social strategy for AMC shows on MediaPost »
