A Guerrilla Marketing Blog
So a Zombie Walks into a Movie Theater…
Why is it that an audience only claps to advertisements in a movie theater? Is it because of the 98% engagement rate? Maybe they should fire guns in the air instead of clapping, it might of help them in this case (but not in this case: Experiential Marketing: It’s Better Than 3D). In another experiential marketing tactic developed by Ireland/Davenport, created an emotional roller coaster that tore their audience limb from limb, for Season 2 of the Walking Dead.
Executive Creative Directors John Davenport and Philip Ireland created a facade movie preview of happy, lovable & comforting characters as an introduction. After a lengthy buildup, an actor disguised as a zombie came staggering down the rows. After the audience let out a shriek or two the main emotion in the room was confusion. After the entire audience became baffled and the zombie finally made it to the front of the theater, the on-screen female character utilizes her magnum firing two shots (notice the two bullet holes through the screen; nice touch) at the zombie. In the 3 minutes it took to get to the front of the theater, the audience probably thought it was some drunken homeless guy by that point.
Overall this was a great idea, but the execution not so much. An idea that may of had a better, more rapid emotional transformation would have been to have the on-screen character point out the zombie, or zombies (because more is better) to the audience, while simultaneously having the zombie let out a grown or two. After the audience has recognized the decaying corpse, the on-screen character can shoot up the zombie(s) while ‘briskly’ stumbling to the front of the theater. If more is better, having additional sleeper zombies to hide throughout the crowd would of guaranteed the interaction across the whole theater. Doesn’t this agency know how to scare people?