NETFLIX -
ARMY OF THE DEAD
/ Interactive
/ Digital activation
/ OOH
Zack Snyder’s anticipated Army of the Dead—Netflix’s widest theatrical release at the time—was about to premiere and I was approached to create some buzz for the global launch. Together with my partner, we pitched ideas with other global teams, before being chosen to continue what would end up being months of ideating about the undead.
The unusual considerations: the film was set in Vegas (e-v-e-r-y thing is copyrighted), a new juicy genre (post-apocalyptic zombie heist movie), and, oh yeah, a raging pandemic. So, no talk about viruses and deff no zombie walks (I know, I was disappointed too).
Feeling lucky?
First up: Germany. Some might say it’s not Vegas-y enough. We fixed that. We went all-in with the world’s largest interactive OOH that doubled as a slot machine. These bespoke and handcrafted series of neon billboards were brought to major cities across the country and rumor has it that there are Germans still smiling to this day.
The resurrection of a Snyder original
Next, me, a self-proclaimed TUNFT—Trying To Understand Non-Fungible Tokens since ‘21— and my partner iterated on the idea of fans owning a piece of Hollywood history as a digital collectible. Netflix is not one to usually share exclusive content, but If not now, then when? we cried, which always works.
Just like the crew in the film, fans had to hone their safe-cracking skills for a chance to win an invaluable prize. Be the first to get into the virtual safe and an original Zack Snyder—a never-before-seen clip that didn’t make the final cut—is yours as crypto art.
Teasers
More than 50 000 fans played in the first 3 days alone and a total of 75 million households bet on dead in the first 28 days of viewership alone, making Army of the Dead one of Netflix’s biggest openings still, to date.
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Accomplished through fits of giggles with Jonas Wickert, at Netflix DACH, with agency partner Agentur XY, and more