Home  › Social
diehard-zombies

DieHard Zombie Spot Makes Leap From YouTube to TV

  |  November 5, 2013   |  Comments

A new campaign from DieHard made its way from 1.7 million views on YouTube and 12,000 promoted tweets on Twitter to a 60-second spot on TV

Zombies are all over the place these days — lurching toward us in TV shows, films and our collective imaginations. Now imagine if your escape from zombies depended on a reliable car battery.

However it may seem a stretch for Sears Auto Center and DieHard to enter the world of zombie culture, a new campaign is doing just that. "The Getaway," a short video published on YouTube three weeks ago, became a 60-second TV spot during last night’s game on the NFL Network.

“The Getaway” is approaching 1.7 million views on YouTube now, and it’s that early success that encouraged the teams to quickly convert the 76-second video clip created by Y&R into a 60-second spot. 

Greg Tedesco, vice president of digital engagement at Zeno Group, spoke with ClickZ on the eve of the commercial's debut, to discuss the agency’s strategy for "The Getaway" and how it grew from a purely social play to a primetime TV buy.

“I cannot stress how exciting it was and how important it was to tie into the buzz around The Walking Dead,” Tedesco says. “We knew that people were following along this whole two-screen participatory approach. We wanted to tie into this buzz and just launching it three days prior to the premiere, by Sunday we had like 500,000 views. It’s just crazy, it absolutely took off. That is what gave us the great momentum.”

Once Zeno and Y&R huddled with DieHard, the turnaround from online video to TV commercial was done within a week. And most importantly, ready for Halloween night.

DieHard and Series Auto Center have been using promoted tweets on Twitter to target different hashtags, usernames and keywords associated with The Walking Dead.

“We drove almost 12,000 different people from a small spend on Twitter for Promoted Tweets to the landing page to hopefully drive some sort of purchase intent of the battery,” says Tedesco.

“All the buzz, all the content from all these sites around the Internet, all the different blogs, mens lifestyle, sports, they’re all talking zombies right now to tie into the buzz around The Walking Dead. So we launched the video three days before the season premiere and it absolutely took off,” he continues.

While Tedesco laid out a plan to generate paid views, the earned media “completely trumped all that,” he says. In addition to the views on YouTube, DieHard has tracked more than 1.5 million earned page views to a microsite and almost 12,000 clicks from promoted tweets.

“Pending the success of tonight’s TV spot, if people are just going nuts about it, I believe we may want to put this in the rotation more frequently,” he says. The commercial ran three times during the Bengals-Dolphins game.

“Obviously we didn’t know this thing was going to take off to the point where they’d make it a TV spot," Tedesco says. It just turns out, that 10 percent spend he saved for Halloween was able to drive excitement for a wider campaign on television and online.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Customer Service Representative
      Customer Service Representative (Common Sense Publishing) - Delray BeachDo you thrive on chaos? Love to multi-task? Enjoy a fast paced work environment...
    • Business Intelligence and Reporting Analyst
      Business Intelligence and Reporting Analyst (Stansberry and Associates) - BaltimoreStansberry and Associates is seeking a driven individual to fill...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...