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CASE STUDY

The Walking Dead

Immersive Brand Activation

Executive Summary

AMC wanted to create an immersive and unforgettable experience for The Walking Dead fans at Comic-Con. NPARALLEL + Atomic Props rose to the challenge, designing and fabricating a custom zombified slide activation that engaged fans with a unique and interactive photo opportunity, making the event a highlight for attendees.

Business Challenge

AMC aimed to maximize attendee interaction and incorporate distinctive photo opportunities that would excite fans and build anticipation for the upcoming seasons of The Walking Dead and Fear The Walking Dead. They needed a solution that would enhance engagement, celebrate the show, and create a buzzworthy experience at Comic-Con.

Goals & Objectives

  • Draw in fans: Create an interactive experience for fans that keeps them engaged.
  • Pay homage to the brand: Solidify brand history with a memorable and immersive activation.
  • Amplify AMC’s presence: Provide one-of-a-kind moments at Comic-Con that can also be captured and shared beyond the event.

Our Solution

Out team brought The Walking Dead to life at Comic-Con with a custom zombified slide, part of AMC’s #DeadQuarters activation.

The project began with reference photos provided by the partner, but all concept art, mechanical drawings, fabrication, engineering, shipping, and installation were expertly handled by our team. We constructed a 20’ x 20’ immersive experience, featuring a walk-through sanctuary that served as an air-conditioned refuge from the walkers.

Fans could climb to the top of a 22-foot-tall slide and descend into a pit of zombies, or step into a garbage compactor to be “ground up” alongside the undead.

This activation offered unique and shareable photo opportunities, driving fan engagement and generating significant buzz on social media.

Results

The activation attracted hundreds of fans, who eagerly took photos and shared them online using the #DeadQuarters hashtag. The Hollywood Reporter even featured the activation, calling it “A Superfan’s Dream,” further solidifying its impact and success.