A social media campaign for the Season 7 premiere of The Walking Dead that introduced fans to Negan’s bat, Lucille.

The Challenge

AMC wanted to do something exciting to help build awareness and anticipation for the Season 7 premiere of "The Walking Dead". The idea was to introduce a sweepstakes where winners will be invited to attend  "Talking Dead"–the companion talk show.

"Build anticipation and awareness for the Season 7 premiere of "The Walking Dead" by encouraging the sharing of branded content."

The Solution

As a way for fans to engage with the series, we wanted to recreate the feeling of meeting Lucille and
seeing your life flash before your eyes. We created a microsite that leveraged Facebook's API to pull in user's profile data. The output was a video of their life on Facebook, stitched together with footage from the show. Users were then prompted to share and enter the sweepstakes. To help increase engagement, we sent out "Lucille Replica Kits" to celebrity fans and influencers for the show.

Working with AMC, we developed the campaign from conception through deployment. With such a tight deadline, it was important that we were efficient as possible. By taking the extra step and performing responsibilities outside of our roles, we were able to launch in time for the new season.

Project Roles:

  • UX Architect
  • UX Designer

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"When mobile games required double A batteries."
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For more information on my background and experience click "Resumé”. Click "Work" if you want to view more projects. 

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"The era where downloading music meant waiting by the radio for your song to play." 
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Lenton Alston III

Experience Designer