Zynga Zombie Blood Drive
About the project
Zynga Zombie Blood drive
Manifold partnered with Zynga to help them promote the upcoming launch of the company’s newest mobile social game, Zombie Swipeout.
No one can deny the happiness that the ice cream man brings when you hear his music-box tunes and see his colorful ice cream cart coming your way. For the launch of Zombie Swipeout, we gave that happiness a theatrical twist.
Manifold produced a head-turning spectacle on launch day of Zombie Swipeout. We unleashed +100 zombies on the streets of San Francisco and New York City simultaneously to surprise and delight both media and consumers. Across both cities, zombies hand-delivered “blood pops” to passersby, while smaller herds of zombies interacted and hand-delivered blood pops to select media outlets.
The stunt generated stories from top-tier consumer, technology and gaming outlets, including MTV Multiplayer, Yahoo! News, Complex Magazine, VentureBeat, 7X7.com and NYT.com, with numerous reporters and outlets also tweeting photos. KTVU also filmed our San Francisco zombies in action, and even chatted with Joey, the star of Zombie Swipeout.
- Campaign Management
- Creative Direction
- Public Relations
- Video Production
On the social front, the event drove over 12.5 million impressions on Twitter with over 350 tweets referencing the actual stunt. In addition, the community team hosted a “zombie takeover” on the @zynga handle, tweeting live photos and up-to-the-minute updates on the location of the Zombie Blood Drive.
Overall, the coverage tone was extremely positive. Outlets applauded the creativity of the approach. And our favorite moment? Attacking the lobby of MTV. The receptionist being an avid zombie fan naturally turned our undead hoard into receptionists, mail delivery guys and conference room caterers.
Normally, accepting a blood-colored treat from a disheveled, fly-ridden vagrant means a flying dive into the nearest Starbucks for safety, but this time around calls for special restraint...
When promoting a game, you can get some bus benches painted with your muscular hero, or maybe put a mustachioed plumber up on a billboard. But nothing says "Hey, we've got a zombie game comin' out over here" like people in zombie costumes heading into your office, looking to draw some of your blood...
Don't worry, they're not real! The brain-noshers above are part of a promotion for the video game Zombie Swipeout at the Bleecker Street station this morning...