Awards Case Study: Rick Grimes vs Grime
Knowing that its core 18-30 year-old audience had been drifting away over the past seven years, content agency FEVER needed to find a new way of getting fans excited about zombie apocalypse show The Walking Dead.
After initial online research, the answer was found in the crossover between fans of grime music, The Walking Dead and the target audience, so the agency enlisted the help of grime star and Walking Dead fan Bugzy Malone to create a grime track that celebrated the show’s most memorable characters and plotlines, driving fans to stream the show on NOW TV.
The results were astounding: The Walking Dead Riddim campaign drove 89 pieces of media coverage with an overall reach of 302,000,000, achieving a 17% increase in viewing figures. “Superb content and impressive metrics make this clever and creative campaign a clear winner,” said the judges.
“It’s an incredibly creative piece of content, but the most impressive thing is how it used insight and research to guide this creativity. It’s no wonder it was so widely picked up in the media.” said one of the judges.
Will Holloway, Deputy Creative Director at Fever says, “we believe in contagious ideas that travel and that world-class, compelling content is an effective way to put brands at the heart of the cultural conversation, and that audiences will want to watch and share. Winning prestigious awards like the CMAs helps demonstrate that Fever is an agency that can make this happen for brands.“
“‘The Walking Dead Riddim’ video continues to find a new audience online and viewing figures and positive engagement towards the track continue to go up to this day. The success of the campaign also helped pave the way for further successful collaborations with NOW TV that tapped into relevant cultural moments to build brand awareness among a younger audience. Successful follow-up campaigns include the meme-inspired Jurassic Jeff statue campaign that celebrated 25 years of Jurassic Park and this year’s Game of Thrones #GOTInk tattoo parlour that gave fans the chance to get commemorative GOT-inspired tattoos just like the stars of the show did.”
The 2019 awards are open for entry, with the deadline on Friday 6th September. There are a number of new and updated categories this year, to see more information on entries and categories click here.