Fullscreen was tasked with ideating and producing a single campaign moment that would capture the interest of fans of The Walking Dead franchise and convert it into awareness for Season 3 of the spinoff series, Fear The Walking Dead.
To do so, Fullscreen created an interactive Facebook 360° video experience that put viewers in the center of a zombie attack. With only seconds to make decisions, each choice led them closer to survival or to death.
To maintain appeal for fans of either series as well as broader Facebook users, the video introduced a simple narrative independent of the series' story. This evergreen piece required no context in order to participate, opening up the opportunity for shareability and maintaining a low barrier of entry.
The video's design required participants to consider every direction, including the often-overlooked ceiling and floor panels, taking full advantage of the 360° environment.
A countdown timer used heartbeats to create a claustrophobic environment that put the squeeze on participants, pressuring them to make life-or-death decisions fast.
Ultimately, the video revealed an exclusive clip (whether the participant survived or not) from Fear The Walking Dead's Season 3 premiere, rewarding all users for playing while also driving awareness and interest in the spinoff.
Users were excited to share whether they died or survived and often challenged their friends to play in the comments. Over premiere week, the video racked up over 1 Million views and 12 Thousand engagements, creating a halo effect for the show at AMC's most crucial campaign moment.