Season 7 Digital Campaign
LOOK HOW FAR THEY’VE GONE PHASE 1 – NOSTALGIA
BEGINNING TO END Over the years, we’ve seen our heroes go through just about everything. This banner series celebrates the dark and twisted road of the core crew, by focusing on one character per unit, and showing how he or she has transformed from beginning to end. As we reveal images one by one, type builds one word at a time: “LOOK HOW FAR HE’S GONE.” The final image shows the character, in this example Rick, at the moment of reckoning with Negan holding Lucille right in his face. Ending on the words “HE’S GONE” or “SHE’S GONE” suggest that anyone could die in the S7 premiere, but also allude to the madness of the horrific journey each character has experienced.
BANNER SEQUENCE – FRAME 1/4
BANNER SEQUENCE – FRAME 2/4
BANNER SEQUENCE – FRAME 3/4
BANNER SEQUENCE – FRAME 4/4
LOOK HOW FAR THEY’VE GONE PHASE 2 – IMPACT
LAST RITES BANNER 1
BANNER 2
BANNER 3
For the Impact phase, we get right into the heart of the scene: the moment when each character has to face Lucille. Each individual unit shows a brief clip of one character staring into their destiny. We freeze on that last beat, and reveal the official tagline “HEARTS WILL STOP,� teasing viewers that someone they care about will not be around much longer. These banners end with a tune-in message.
BANNER SEQUENCE – GLENN
BANNER SEQUENCE – MICHONNE
BANNER SEQUENCE – ABRAHAM
BANNER SEQUENCE – RICK
BANNER SEQUENCE – DARRYL
TAKEOVER Our impact tune-in focuses on that epic final moment in the S6 finale, where we see our heroes broken and literally on their knees. To make this truly feel like a takeover, we design the first frame of the video player to stitch together with the background, making the cliffhanger front and center. Clicking play expands the unit and runs a trailer or recap video, designed to get fans even more excited about the S7 premiere.
MEET LUCILLE PHASE 1 – NOSTALGIA
TIME’S UP Through everything our heroes have experienced, there still remains some aspect of the person they were when the world fell apart. Meeting Lucille is going to change all that. This banner series shows just how bad things have gotten now that Negan has control. We see a character as they were when they first appeared in the show, along with the line, “FIRST TIME.” Then Lucille wipes across the image to reveal what they look like when facing Lucille. And the copy changes to “TIME’S UP.” After the end frame, you can use Lucille to slide back and forth between the two moments.
BANNER SEQUENCE – FRAME 1/5
BANNER SEQUENCE – FRAME 2/5
BANNER SEQUENCE – FRAME 3/5
BANNER SEQUENCE – FRAME 4/5
MEET LUCILLE PHASE 2 – IMPACT
LUCILLE REVEAL These impact banners begin with a tight closeup of the tagline emblazoned on Lucille, then pull back to show the bat in all its gnarly razor-wire glory. Behind it, a bold knockout TWD logo reveals the heroes kneeling before Negan awaiting their fate.
BANNER SEQUENCE – FRAME 1/3
BANNER SEQUENCE – FRAME 2/3
BANNER SEQUENCE – FRAME 3/3
TAKEOVER For maximum impact, we let Lucille take over a page. Simply seeing this awful weapon waiting for its next victim is enough of a trigger to get people to hit the play button and watch a trailer or video clip.
SOCIAL CONCEPTS
INSTAGRAM – FACING THEIR FATE Using Instagram’s grid view, we stitch together a seamless panorama of our heroes gathered before Negan.
Official account of AMC’s The Walking Dead. bit.ly/1PPMk0I
The Walking Dead
FOLLOWING
We lay the scene out within the grid so that individual frames land on key characters. Tapping those frames reveal a video recapping that person’s journey from their first appearance to now.
TWITTER – LUCILLE ROULETTE On Twitter, you can tap to stop a GIF. We can use this to get people to play a game of Lucille Roulette. Post copy describes the concept: Tap to see who meets Lucille. The GIF rapidly flutter-cuts between each of the characters at risk. Tapping the GIF causes it to stop, revealing who might be Lucille’s next victim.
FACEBOOK – RIP EVERYONE The biggest question on every fan’s mind is, “Who does Negan kill in the S6 finale?” We’re not going to answer that. In fact, we’re going to make it even more excruciating by “leaking” a Facebook photo album of obits for every single one of the characters at risk. The intention is to misdirect in a playful way, and get people posting and debating on each other’s timelines. Some people will see an image and think it’s a spoiler, and others will debunk it and post a link to the entire gallery.
FACEBOOK – NEGAN AT BAT The capabilities of Canvas will be used to recreate the drama of the final scene:
The Walking Dead 8 hrs •
Look how far he’s gone – watch the #TWDPremier this Sunday at 9|8c
Panel 1: A POV video clip of Negan bringing Lucille down on an unknown victim. Panel 2: Themed promo image of Negan’s bloody hand holding Lucille under the message “HEARTS WILL STOP.” Panel 3: Tilt-to-pan panorama image of the survivors on their knees in front of Negan.
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Panel 4: Video collage of the characters and their transformation from S1 to now. Panel 5: TWD recap video cutdown. Panel 6: Link out to amc.com.
FACEBOOK CANVAS (FINAL SCENE)
FACEBOOK CANVAS (THEME MESSAGE)
FACEBOOK CANVAS (TILT-TO-PAN)
FACEBOOK CANVAS (WALKING DEADPOOL)
FACEBOOK CANVAS (RECAP VIDEO)
FACEBOOK CANVAS (LINK TO AMC.COM)