Nicole Greiner is a research analyst at VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.
As a part of its extensive marketing push for "Fear The Walking Dead's" season two premiere on April 10th, AMC introduced 'Fear Stories', an interactive campaign that awards fans with personalized videos recapping their alleged trips to the infected city of Los Angeles, the setting of the series. To receive such a video that transports fans right at the onset of the outbreak, they must visit a dedicated microsite and complete a number of steps.
First off, a selfie needs to be uploaded. The following steps ask users to upload images of friends as well as to provide their names. Then, while the video is being processed, fans get to see an exclusive season two trailer. The final video is shot to fit a vertical screen and chronicles the fearful trip from the users' point of view.
The video starts off with the user arriving in Los Angeles. Text and emojis are laid on top of the series of clips and serve as a storytelling tool, a method that became widely popular also thanks to the instant image and video messaging app Snapchat.
In its essence, the way the story is told resembles the nature of how Snapchat users share content with friends. Images and names that users provided at the beginning are seamlessly integrated into the clip. In the end, the video can either be downloaded or shared across social media.