AMC and The Walking Dead partnered with Foot Locker to create a limited-edition Puma sneaker celebrating the highly anticipated debut of the Whisperers.
Foot Locker tapped into the power of TWD’s social audience – engaging fans with a chance to win a pair of the collectible kicks via a sweepstakes promoted on TWD’s social handles leading up to the season nine finale. The campaign culminated with Chris Hardwick promoting the sneakers in a segment of Talking Dead, driving fans to purchase their own pair.
Leverage passionate TWD fans to launch limited edition Puma sneaker.
- In-store displays
- Custom social content
- Linear promotion campaign
- Integration into Talking Dead with Chris Hardwick
- Ancillary promotion across TWD fan digital destinations
Outperformed Foot Locker’s average response per post across Twitter, Facebook, and Instagram
Double digit fan growth on social for Puma and Foot Locker combined
Facebook branded content campaign during campaign period