As AMC's "The Walking Dead" kicked off last week, fans of the zombie show were lured to a new "Walking Dead: Road to Survival" mobile game via a cryptic social and interactive campaign.
Working with game publisher Scopely for Skybound Entertainment, digital agency Wildlife first created and mailed out "blood-splattered" packages to super-fans of the show. Props enclosed and clues on the back of polaroids led fans to a hashtag, #WoodburyIsWaiting, and a cryptic Instagram account, @WalkingDeadRTS.
Fans were then taken on a "Choose Your Own Adventure" type game through a network of hundreds of linked accounts. Those who made the correct choices discovered a secret phone number with daily calls from a National Emergency hotline. The phone number started calling fans back, treating them to interactive calls from "Walking Dead" character, Lori Grimes. Finally, an animated spot broke last Thursday (Aug. 27) encouraging to download and play the new game.