When AMC Networks wanted to launch the prequel series Fear the Walking Dead in the Benelux, OMA was tasked with marketing it in a big way. The challenge: to build a new brand in a saturated media landscape while creating awareness for the new AMC channel.

With an integrated online media approach, smart targeting and creative activations, OMA was able to reach millions of viewers and dominate the conversation around the series – both online and offline.

The issue

How do you bring a new international TV series and a channel that is still hardly known to a young, digital audience in the Benelux?

Our role

OMA developed the complete media strategy and rollout for the Benelux. From concept and creation to media buying, PR and reporting. We not only deployed performance channels, but also built a buzz around the series with creative online and offline activations.

The solution

1. Online media strategy

• High impact formats such as wallpapers and interscrollers with trailers.
• Google Display Network & YouTube targeting of 15-35 year olds, M/F, urban audiences.
• Facebook advertising targeting fans of The Walking Dead and broader entertainment audiences.
• Always-on approach: search, native ads, sponsored stories and ongoing video views.

2. PR & free publicity

• Large-scale PR campaign with press kits and interviews.
• Publications in Veronica Magazine, Glamour, Vara Gids and national dailies, among others.
• Media value of free publicity: more than €1.5 million.

3. Event activation: Amsterdam Halloween

• Fear the Walking Dead was paired with the Amsterdam Halloween Parade, featuring the largest zombie walk in the Netherlands.
• More than 1,000 participants and 2,000 partygoers, including Dutch celebrities.
• Live coverage by AT5 and national media coverage.

Components and services realized

For AMC, we combined digital media, PR and event marketing into an integrated campaign that made an impact across all channels.

• Digital media strategy & media buying
• Social advertising & targeting
• Content creation & high impact advertising
• PR & press relations
• Event marketing & brand activation
• Data-driven reporting & campaign optimization

The result

The campaign delivered tremendous visibility both online and offline and firmly marketed Fear the Walking Dead and AMC.

• More than 75 million impressions and over 110,000 clicks.
• Facebook reached 200,000+ unique fans in the Netherlands and Belgium.
• Huge visibility and free publicity worth over €1.5 million.
• Zombiewalk & Halloween event created buzz and social media virality.
• Fear the Walking Dead was firmly launched in Benelux and put AMC on the map as a channel.

Do you also want a media strategy that makes entertainment brands or campaigns big in the market? OMA develops impactful cross-media campaigns that attract audiences and create buzz. Contact us at contact@oma.amsterdam or call +3120 233 9175.