In order to stand out from many other TV series on pay TV, we needed to approach the fans in a different way with an exclusive material.

Every Walking Dead fan has already put himself in the shoes of one of the show’s characters. Some have even participated in zombie walks. So, what this stunt did was to put fans in their shoes, showing how hard it should be to kill a zombie.

Besides impacting the shooters on the premise, we transformed the used targets with bullet holes into the show’s official posters. They were sent to journalists, niche blog editors and other fans along with a making-of video.

During the season's premiere, FOX headed the Pay TV ratings in Brazil and even overtook free-to-air channels like BAND and Rede TV.