AMC partnered with Fullscreen to arm fans with branded content to discuss and react to the Season 8 premiere of AMC's The Walking Dead, driving awareness, excitement and tune-in among both existing fans and broader audiences.
To accomplish this, Fullscreen leveraged the GIPHY platform and its native integrations within a variety of social messaging apps, creating nearly 70 GIFs from throughout Season 7.
The GIFs focused on pulling expressive reactions from the previous season's most engaging moments so as to be the most native to the platform and relatable to fans. The versatility and fan-first nature of the GIF creative would prove to be the differentiator for the campaign.
Fullscreen then partnered directly with GIPHY to optimize and organically trend select GIFs during premiere week, increasing the discoverability of our branded content across all social platforms sourced by GIPHY such as Twitter and Facebook Messenger.
Rather than counting loops, each view on GIPHY represents how many times GIFs have been served—be it sent or posted. With fans as the driving force, our Giphy Channel rose to 1.5 Million views in less than a week, and 12.3 Million views in under two weeks, all organically.
The success of the initiative is indicative of AMC and Fullscreen's fan-first creative approach, understanding of audience and user behavior, and deep platform partnership, which, when they all align, combine to create great results that truly move the needle.
