Mountain Dew takes a bite of AMC's The Walking Dead AR app to reap its contagious appeal

The Walking Dead Encounters

AMC has partnered with Mountain Dew to release an augmented reality app tying into the return of The Walking Dead to TV screens.

As season 8 of the show crawls closer to us, Mountain Dew is integrating with newly released AR app, the Walking Dead Encounter, developed by Trigger, to enable consumers to beam gruesome zombies into the real world via their mobile phones.

But the partnership extends further, culminating in an on-pack and in-store drive. These installations will feature codes that unlock more zombies for users to play with in the app. Furthermore, Mountain Dew ads during the live showing of the Walking Dead on AMC will also feature these codes.

With the app, AMC sates fan hunger for the Walking Dead content and lends its reach and sharability to Mountain Dew.

Scott Collins, president of advertising sales for AMC Network, said: "This is a meaningful first-of-its-kind partnership for 'The Walking Dead,' but most exciting of all is that the fans are at the center of it.

"With our partners at Mountain Dew, we've built something that includes extensive visibility for our series, closely aligned with their product, and the augmented reality app merges the real world, the world of the show and a popular beverage in an incredibly powerful and sharable way. This level of partnership and commitment would be notable for any television show, but that it is happening headed into the eighth season and 100th episode of 'The Walking Dead,' is remarkable and demonstrates the enduring appeal, urgency and reach of this iconic series."

Chauncey Hamlett, senior director of marketing for Mountain Dew, added: "By partnering with AMC and the incredibly successful 'The Walking Dead' series, we're bringing together two of the most passionate fan bases in the country. We're excited to give fans the opportunity to collect limited edition Mountain Dew products featuring iconic show characters, and unlock new walkers each week with the augmented reality app."

The Walking Dead returns to AMC 22 October.

There's a lot of marketing around the show's return, in the UK, Taylor Herring ran a gruesome zombie billboard to promote a the Walking Dead attraction at Thorpe Park.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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