WALKERS KILL COUNT by Red Bee Media for Fox

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WALKERS KILL COUNT

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Red Bee Media
Creative Director Katrina Howell
Copywriter Ben Mahon
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Use of Multiple Screens or Networked Mobile Technology Bronze

Credits & Description

Type of entry: Creative Use Of Technology
Category: Use of Multiple Screens or Networked Mobile Technology
Advertiser: FOX INTERNATIONAL CHANNELS
Product/Service: THE WALKING DEAD
Agency: RED BEE MEDIA London, UNITED KINGDOM
Advertiser FOX INTERNATIONAL CHANNELS
Product THE WALKING DEAD
Entrant RED BEE MEDIA London, UNITED KINGDOM
Type of Entry: Creative Use Of Technology
Category: Use of Multiple Screens or Networked Mobile Technology
Title: WALKERS KILL COUNT
Advertiser/Client: FOX INTERNATIONAL CHANNELS
Product/Service: THE WALKING DEAD
Entrant Company: RED BEE MEDIA London, UNITED KINGDOM
DM/Advertising Agency: RED BEE MEDIA London, UNITED KINGDOM

Creative Director: Katrina Howell (Red Bee Media)
Technical Director: Bharat Trivedi (Red Bee Media)
Creative/Designer: Yong Ping Loo (Red Bee Media)
Ios Developer: Andy Fitter (Red Bee Media)
Interactive Programmer: Giles Wright (Red Bee Media)
Developer: Richard Najdowski (Red Bee Media)
Head Of Ux: Bruce Collingwood (Red Bee Media)
Head Of Interface Design: Paul Fennell (Red Bee Media)
Digital Producer: Anke Stentiford (Red Bee Media)
Account Director: Richard Stuart (Red Bee Media)
Head Of Client Services: Michelle Marks (Red Bee Media)
Copywriter: Ben Mahon (Red Bee Media)
Director Of Innovation/Technology: Steve Plunkett (Red Bee Media)
Sales Director: Matthijs Wolff (Civolution)
Digital Planner: Tim Whirledge (Red Bee Media)

Brief Explanation
BRIEF:
The Walking Dead is one of the most critically acclaimed dramas in the UK, and has cultivated a devoted fan base worldwide.

Fox asked us to create an innovative way to reignite excitement for the return of the second half of Season two. Offering fans a new, social way to engage with the zombie series. Balancing engaging fans whilst not detracting from watching their favourite TV show.

SOLUTION:
Our idea was the “Walkers Kill Count’ companion app. Syncing the app to the show itself, viewers can predict the number of zombie kills in each episode and watch as the action unfolds.

Achieving a UK first of using digital audio watermarking in a TV companion app. Which embeds inaudible watermarks into the TV show, which triggers interactions within the app. Our idea balances engaging the viewers whilst not detracting from watching their favourite TV show.

At the touch of a button, the cutting-edge digital audio watermarking allows viewers to sync their app to the TV show, both live and on demand.

Fans can see what’s being said on the Twittersphere and join in the conversation. An in-play ‘thrill meter’ warns of the impending action, before each kill occurs onscreen.

To reward fans before/after the show, they can re-live their favourite zombie kills.

Available in the Apple Store as a free download to iPad and iPhone users.

The Walkers Kill Count app offers a beautifully crafted, cutting edge, first of its kind second screen experience that compliments the main show. Giving fans that extra content and excitement they were craving. Make your prediction now…

The idea was promoted across FXUK channels including on-air teasers and online through the FXUK website and FXUK Facebook pages. Also including a seeding campaign to drive awareness.

We utilised Civolution's class leading digital audio watermarking technology to power the dual screen experience.

RESULTS:
Over 62,000 downloads in the Apple store in the first 3 weeks of the Season and rising. Over 300,000 Game sessions and was rated in the Top 5 in News & Noteworthy apps on iTunes.

The app has been named as one of the 50 most innovative mobile apps by UK Trade & Investment.