HYUNDAI & THE WALKING DEAD

The Walking Dead Chop Shop app gave fans what no one else was providing: a means to survive the zombie apocalypse. The app provides the necessary tools to turn a Hyundai vehicle into a ruthless zombie-killing machine. 

THE CHALLENGE

Find a new and innovative way to get millennials excited about the Hyundai brand.

THE STRATEGY

One of the inherent themes of The Walking Dead universe is survival in a post-apocalyptic world. We had observed that the survival narrative generated volumes of conversations on fan sites, blogs, forums, social media platforms and even college courses dedicated to this topic.

OUR SOLUTION

A car configurator app for iOS and Android that empowers the imagination of The Walking Dead fans to build their ultimate zombie survival machine. Fans were given three Hyundai models (Veloster, Elantra, Santa Fe) and over 700 parts to configure their own zombie-slaying ride.

THE WALKING DEAD

We ran a 30-second spot that didn’t just only introduce Walking Dead Chop Shop app to the viewers, it introduced the idea that without a zombie-killing Hyundai vehicle, you're as good as dead.

THE EXPERIENCE

To help launch the app, Hyundai took to the epicenter of zombie fandom: San Diego Comic Con. With the use of street teams, trolley wraps, and an exclusive Walking Dead launch party, we not only caught the attention of Walking Dead Fanatics, we also got the buzz going about the Chop Shop App. After San Diego, Hyundai deployed a series of street posters, as well a national print campaign and web videos that help get viewers into the Zombie survival mindset.
Configure your zombie-killing machine.
The Walking Dead Owner's Manual
The Walking Dead Chop Shop live at Comic-Con
Terrorizing the streets at Comic-Con
Unveiling The Walking Dead Veloster with Robert Kirkman

The Results

103,244+

APP DOWNLOADS
(07/15/13 - 08/15/13)

75,296

TOTAL TRIVIA ENGAGEMENTS

71,296

TOTAL APP LAUNCHES/APP USERS
In the auto sector, the vehicle configuration process can often be linear, clinical, prescriptive, and uninspiring. It allows for very little imagination. In addition, car configurators traditionally come in during the latter part of a shopping journey, effectively engaging only those consumers with some degree of purchase intent.

With The Walking Dead Chop Shop, we were able to create a car configurator experience that captured the attention, imagination and participation of upper- and lower-funnel audiences alike, while simultaneously educating them on our model offerings. By adding a culturally relevant interest layer to the traditional model of car configurators, we gave fans a compelling reason to voluntarily engage with the brand and spend more time with Hyundai vehicles.

For brands engaged in strategic partnerships, the campaign served as an example of how product integration is only the tip of the iceberg for creating awareness and engagement among target audiences. The most meaningful opportunities lie in additive, (versus interruptive) experiences, ones that feed off existing fan behavior and offer audiences a deeper dive into their areas of passion. It’s through this lens that fans will independently seek out what a brand has to say and actually want to join in on the conversation.

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