THE WALKING DEAD WINE
—
New product development + digital-first brand launch
—
—
A narrative-based wine brand launched with focus on digital experiences.
—
opportunity
In 2017 The Walking Dead was rated by Nielsen to be the most talked-about TV series on social media - with over 2M interactions per episode across Twitter and Facebook. There is an opportunity to tap into the adventurous spirit that drives the fans’ love for the show.
solution
Together with Treasury Wine Estates we leveraged the success of The Walking Dead franchise to drive demand among Millennial & Gen X consumers. We developed The Walking Dead Wine as a ‘digital-first’ wine brand—driving purchase online and traffic in-store. Each wine varietal was paired with a character from the story and was featured on the label. To increase the hype of our launch we timed it with the season premier of the show driving shoppers to pick up the bottle for their watch party. To create more buzz around the brand, we also created an augmented reality with a multi-bottle experience through Living Wine Labels App.
In-store promotions for the launch of The Walking Dead Wine.
press
Forbes: Is Walking Dead A Ridiculous Toast To Zombies? Maybe Not...
Paste: Zombie Wines Have Livelier Labels!