Encouraging a younger audience to watch Season 8 of The Walking Dead through a culturally relevant partnership.
Understand what made young people choose what to watch on TV.
Speak to young people in a language they understand and identify with.
With seven years of gruesome deaths, enemy fights and complicated character romances, Now TV needed to reach a new, more mainstream audience to drive mass awareness that the Now TV Entertainment Pass was the place to watch TWD S8. We needed to connect with existing audiences in a new way, whilst reigniting the imaginations of a younger, and socially literate target audience that were noticeably under indexing.
Our solution was to partner with someone culturally relevant and authentic to the audience; chart-topping, MOBO-nominated grime MC Bugzy Malone. Pulling in some of the best talent in the industry, we created ‘The Walking Dead Riddim’– an authentic grime remix of the show’s iconic theme tune produced by Swifta Beater.
The track was played multiple times on BBC Radio 1 Extra, added to their official playlist and secured over 80 pieces of editorial coverage. With the help of Bugzy sharing the video it achieved over 2 million views within a week including 300,000 times on the UNILAD Sound Facebook page. As a result Now TV has a 7% engaged audience overlap with Bugzy Malone and the target audience is now 1,000 times more likely to watch The Walking Dead.
The video was the most nominated of any campaign at the 2018 Campaign and PR Week Brand Film Festival, taking home four Gold Awards and winning one of the five ‘Best of the Best’ trophies.