‘The augmented reality app merges the real world, the world of the show and a popular beverage in an incredibly powerful and sharable way,’ says AMC’s Scott Collins.
To coincide with the upcoming eighth season of The Walking Dead, AMC and Mountain Dew have debuted The Walking Dead Encounter augmented reality app for fans.
Consumers will be able to experience some of the show’s most iconic zombies in their own environments and then share the interactions via social media.
The deal will also see the roll out of The Walking Dead on-pack and in-store branding on more than 100 million individual Mountain Dew products.
"This is a meaningful first-of-its-kind partnership for The Walking Dead, but most exciting of all is that the fans are at the centre of it," said Scott Collins, president of advertising sales for AMC Networks.
"With our partners at Mountain Dew, we've built something that includes extensive visibility for our series, closely aligned with their product, and the augmented reality app merges the real world, the world of the show and a popular beverage in an incredibly powerful and sharable way.
“This level of partnership and commitment would be notable for any television show, but that it is happening headed into the eighth season and 100th episode of The Walking Dead, is remarkable and demonstrates the enduring appeal, urgency and reach of this iconic series."
The app is available on both iOS and Android devices, which allows users to unlock walkers at store locations by scanning limited edition The Walking Dead Mountain Dew packaging.