Cannes Lions

Fast Marathon The Walking Dead

FOX INTERNATIONAL CHANNELS BRASIL, Sao Paulo / FOX INTERNATIONAL / 2017

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Overview

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Credits

Overview

Description

Our idea was simple: a 40-episode marathon before the premiere of the new season. But we decided to hack the way people watch linear TV. We broadcasted all the 40 episodes 1.3x faster. Yes, 35 hours of content in only 24. A faster way to the new audience to catch up. A whole new experience for the fans.

Execution

The marathon started the night before the new season premiere. And went all night and day until the new episode started. To support the event we created a series of TV and digital promos, sent releases to the press and we were 24 hours in a real time conversation with the fans on the social media.

Outcome

The results were amazing.

- +13 hours on the Brazilian trending topics.

- +9 hours on the global trending tropics.

- Extensive coverage in the Brazilian media.

- +6.5 million people reached.

- The marathon ranked #3 of all Pay-TV.

- The premiere of The Walking Dead's new season ranked #1 of all pay-TV and #2 of overall TV.

Similar Campaigns

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EXTREME ID

NATIONAL GEOGRAPHIC PARTNERS LATAM, Sao paulo

EXTREME ID

2018, NATIONAL GEOGRAPHIC

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