We approached ‘The Walking Dead’ not as a series about zombies, but as a series about people. This allowed us to develop a sense of immediacy with the audience that added intrigue, and allowed the audience to develop empathy with the characters. We did this by bringing the challenges and dilemmas faced by the characters to life. Our approach integrated a range of traditional media with online and experiential executions to create hype and interest. The process was topped off with a launch event that immersed selected individuals in the action.
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