It ain’t easy being late to market. But this was the case for Walking Dead, which hit French airwaves two years after the AMC show became a global phenomenon. Through the above case study, agency Darewin demonstrates how it worked with underdog French network NT1 to attract TV audiences for a widely-pirated show… while improving NT1’s social cred in the process.

Using hashtag #WalkingDeadNT1 and leveraging all social platforms (Facebook, Twitter and blogs), Darewin created a real-life “contagion” in which zombies actually attacked users throughout the web. The result: global coverage, infectious enthusiasm for the season premiere, and one of the most-livetweeted series launches in the French market.

This is how social TV is done: by making the spirit of a show contagious across multiple supports, you can enliven a dormant fanbase. Hats off all round!


Angela Natividad is a frequent contributor to MIPBlog, and a communications consultant for Darewin. Follow her on Twitter hee-yah!

Darewin’s Wale Gbadamosi-Oyekanmi speaks at MIPTV’s Getting creative with code, session, April 10; and Thursday’s Social TV Bootcamp, April 11.

About Author

Angela Natividad writes regularly for AdWeek, AdVerve and MIPBlog; she is also co-founder of esports-focused marketing company Hurrah.

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