THE WALKING DEAD en Español
NBCUniversal acquired the rights to air The Walking Dead in Spanish on the Hispanic cable network UNIVERSO in 2015. The following are highlights from the integrated communications campaign that introduced what is known as 'the biggest cultural phenomenon on TV' to Spanish speakers in the U.S.
Our objectives for this campaign were to drive viewership for The Walking Dead en Español specifically targeting Spanish-dominant viewers, leverage the show's status as a cultural phenomenon to reinforce the UNIVERSO brand, and to develop messaging that reflects values and themes that resonate with the Hispanic community.
ROLE: Coordinator, Communications & Talent Relations
48M+
Media Impressions
50+
Media publications
50K+
WEEKLY VIEWERS FB LIVE SHOW
Highest viewership since day of network launch
CAMPAIGN CONTENT
CAMPAIGN ELEMENTS
Talent and influencer outreach was activated on digital and social platforms. Messaging was developed to reinforce the significance of the series airing for the first time in Spanish.
A Facebook live show called ‘La Terapia,’ hosted by Yarel Ramos, was created to create seamless interaction with fans and produce buzz for the series in Spanish.
Street teams crashed various Comic-Con-style events carrying branded TWD backpacks and handing swag to enthusiastic fans who answered trivia in Spanish.
