From the Sponsor
The New York Festivals Creative Preview offers a sneak peek at select entries submitted to the 2015 New York Festivals International Advertising Awards competition. Instead of reviewing work after all the votes have been cast, here's an opportunity to preview entries in this year's show. The 2015 World's Best Advertising award winners will be announced May 21 at Lincoln Center's Frederick P. Rose Hall in New York.
In this Creative Preview, NYF showcases the social media campaign "Zombie Followers," submitted by Clemenger BBDO for client Foxtel's FX Channel launch of the mid-season return of "The Walking Dead."
To create awareness for season 4 of "The Walking Dead" on FX, Clemenger BBDO Australia started a zombie outbreak on Twitter. The mid-February return of "The Walking Dead" is perfectly timed for the northern hemisphere, but in Australia they're thinking about the beach and cricket, not zombies. The agency needed a campaign that would put the series top of mind. For "Zombie Followers," Clemenger BBDO created 8,000 zombie profiles on Twitter and then followed key influencers. The outbreak grew to epic proportions and Twitter took notice. It was then that the agency revealed that effort was to promote the return of "The Walking Dead."
New York Festivals asked Tom Russell, copywriter on "Zombie Followers," about the inspiration for the campaign. "The brief was for a social media campaign that would build awareness for the mid-season return of the 'Walking Dead,'" Mr. Russell says. " 'The Walking Dead' is a show about a zombie apocalypse. Everyone knows that zombies follow people, so the idea of creating zombie profiles on Twitter and following people en masse was a real 'Aha!' moment."
Every brief comes with creative challenges that the agency team must tackle to ensure the success of the brand. For "Zombie Followers," Mr. Russell says, "The greatest challenge was timing. We had to carefully calculate when we unleashed our zombie followers for maximum impact, and then closely monitor when Twitter started killing them off so we could reveal the campaign."
To view "Zombie Followers" and find out more, visit the New York Festivals website.About the Sponsor
New York Festivals is recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications. Since 1957, NYF has received entries from over 100 countries in all media in the following competitions: Avant-Garde, Branded Entertainment, Creative Effectiveness, Design, Digital, Direct & Collateral, Film, Film Craft, Integrated, Outdoor, Package Design, Print, Public Relations & Media Relations, Public Service Announcements, Radio and Student. NYF's Grand Jury of 400-plus advertising creatives collectively cast over 300,000 votes to select the shortlist winners and NYF's Executive Jury reviews the Shortlist across all media to select the World's Best Advertising.