AMC’s The Walking Dead Auction
The Challenge:
The goal was to drive bidders to the biggest Walking Dead auction ever. Props, weapons, and costumes from every season of AMC's The Walking Dead were headed to the auction block. How can we capture the passionate fandom and convert them into bidders?
KPIs
3.1 Million: Influencer Estimated Media Value
1.54 Million: Organic Media Views
1.96 Million: Auction Revenue
the solution
I partnered with AMC's creative team for collaborative social posts across Instagram and Facebook, and engaged horror-genre-specific influencers to spread the word. I invited them to hold the props, including the iconic barbed-wire-wrapped bat, and create content. I built an aggressive content calendar highlighting the top props and weapons and used imagery from the show.
Heritage Auctions and AMC Networks' The Walking Dead universe auction realized $1.96 million with buyer's premium across 892 lots, drawing 1,840 bidders worldwide.
