Our challenge was to reinforce Topps’ relevance within pop culture by associating the brand with The Walking Dead, one of the hottest TV franchises following the huge success of Topps’ Star Wars: Card Trader. Our goal was to generate buzz and drive coverage surrounding the launch of The Walking Dead: Card Trader app when the show is on hiatus and the media appetite for The Walking Dead news is lower. With tight timing to negotiate exclusive placement and media outreach due to delayed approval processes from AMC and Apple, we had to create excitement for a card trading app among mainstream and entertainment media where tech coverage is limited.
The strategy was to highlight the never-before-seen content from The Walking Dead and popular spin-off, Fear The Walking Dead with new content released every day. We mentioned stats demonstrating the popularity of Star Wars: Card Trader to establish Topps’ credibility partnering with major entertainment franchises. The most talked-about scenes and characters were included within the pitch to heighten media interest. An exclusive media strategy was also adopted to unveil The Walking Dead: Card Trader in Mashable, which reaches both pop-culture and tech audiences. This was accompanied by an under embargo media strategy to relevant top-tier media. Digital cards providing “teasers” leading up to the start of the next season was leveraged to maintain buzz in the off-season.
Key Media Placements