Our objective was to increase awareness for The Walking Dead Chop Shop app among Walking Dead comic book readers. The Walking Dead comics and television show have a core fan base already established. Our goal was to activate those core fans as well as bring in new ones. We wanted to retain the look and feel of the Walking Dead comic while seamlessly integrating the Chop Shop app and Hyundai Zombie Survival Machine into this world; thus having one foot in The Walking Dead, the other in the Hyundai brand.
We created a campaign that ran on the back cover of the Walking Dead comic book. Using the same illustrators from the comic book, we designed each ad to replicate the look and feel of the comic, while driving people to the Chop Shop site. The look replicated The Walking Dead comics while the dialogue retained Hyundai’s humorous truth and candor tone.
The print effectively reached the core fans of The Walking Dead while increasing traffic to the Chop Shop site. To date, there have been 452,360 downloads of the Chop Shop app and counting. In just 3 months, there was a 150% increase in traffic to Hyundai.com. By staying true to the look and feel of the comic, we effectively integrated Hyundai into the comic book world.