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#TWDEuroTour - The Walking Dead Season 7 Returns

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Insight

FOX is the exclusive international home of The Walking Dead. Partnering with AMC on the series at script level, FOX launched the first ever global simultaneous release in 2010, as part of Fox Networks Group’s continued commitment to broadcast the series near day-and-date around the world. The hit US show is watched by over 200 million international viewers across 200+ FOX countries. 

However the series ratings had been declining in the US and it wanted to reverse the curve in Europe. FOX secured access to the stars of the show and organised a series of corporate and consumer-facing events in six cities simultaneously over one week. These events were centrally managed having an overarching name #TWDEuroTour, visual identity and promotional strategy in order to reach a huge number of series fans and ultimately boost the TV ratings on FOX in the region.

Strategy

With record ratings over the past seven seasons and an army of fans from all over the world, it’s no doubt that The Walking Dead has become a global phenomenon. In Europe, it wanted to do something special, and the ambition and scale for this event was as big as the show itself: to reach as many fans as possible within one week and grow the TV ratings of the second half of season 7 by 5%.

Eleven cast members in six cities with over 20 million people engaging; the tour exceeded all expectations and has become the biggest publicity event held in the organisation’s history.

Execution

In March 2017, Fox Networks Group's Local, European & Global Marketing & PR teams worked together on #TWDEuroTour – the largest and most ambitious press tour ever in the company history.

It capitalised on an opportunity to create this unprecedented talent project, following 25 cast members from The Walking Dead coming to London for a non-affiliated fan convention, Walker Stalker London, early March.

Starting with a full day of European press in London on March 3rd, 11 cast and crew members then travelled in three groups during the week of March 6th; one group to Munich, one group to Warsaw and one group to Amsterdam, Lisbon and Madrid.

Watch the highlights here: https://vimeo.com/212918119

Results

The #TWDEuroTour achieved record-breaking numbers for Fox Networks Group Europe & Africa, including $9.4 million AVE of earned press coverage, 16,420 fans attending the events, 600 affiliates & clients involved and 25.7 million people reached on social media (6.2 million video views, and 450,000 likes, shares and comments).

The Walking Dead continued to go from strength to strength with the recently concluded 7th season becoming the highest rated season in Fox Networks Group history, growing 12% in Europe versus the second half of season 6 and smashing the target of 5% growth. 

European fans demonstrated their passion for the show by attending our #TWDEuroTour in March. The week-long event was the largest and most ambitious press tour executed in company history that included 25 cast members and six cities. A true example of regional team work!

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