The Walking Dead was coming back to TV2, but we had a problem - how do you target the die-hard fans (notoriously hard-to-reach guys aged 18-29) on a female-skewing channel?
We wanted to create a personalised, memorable experience - that's why, for the first time in the world, Tinder was chosen as the media channel to launch a TV series.
We started as many conversations with guys as possible, and over the course of the chats the girls became progressively zombie-esque - ending with a push to watch the show.
We gave our guys the chance to grab a specially designed 'apocalypse survival kit' for being great sports, and we turned the activation into social media content to amplify to over half a million people.
The series was up 49% against the previous series in TV2's demo, with twice as many young men tuning in versus our key competitor, and the series became one of the most watched shows on TVNZ OnDemand.
Created in partnership with TVNZ Blacksand and Young & Shand,