'The Walking Dead' -- Brought to You by Hyundai

The fourth season of AMC’s hit cable series ‘The Walking Dead’ airs tonight at 9.  The show, according to Nielsen figures, set the record for the most-watched drama series (Adult 18-49) in TV history.  With the debut of its third season, ‘The Walking Dead’ beat all broadcast and cable entertainment series – with more viewers than popular shows like ‘The Voice,’ ‘Grey’s Anatomy,’ and ‘Modern Family’. 

The success garnered by ‘The Walking Dead’ has flipped TV conventions upside-down.  Moreover, advertisers are turning to less mainstream modes.  Traditionally, big brands stuck to family-friendly programming, in hopes of attracting broader audiences.  As gritty programs like ‘Walking Dead’ prove their worth, many marketers are taking heed. 

Since its second season, ‘The Walking Dead’ has had an ongoing relationship with popular automaker, Hyundai.  Hyundai’s Tucson SUV is featured throughout the series – the only “cast member” that pays, instead of gets paid, to be on the show.  While some consider this “gutsy product placement,” it seems more “genius” than gutsy.  The auto company partnered with the show to create a sweepstakes – Drive to Survive – offering fans the chance to win the “actual Hyundai Tucson from season 2.”   Hyundai  extended its partnership for the fourth season of ‘Walking Dead’. 

Hyundai created the “Walking Dead Chop Shop” app, asking fans of the show to design their very own “zombie survival machine.”  The “Chop Shop” created a perfect avenue for interaction between ‘Dead’ fans and the Hyundai brand.  Fans were given the opportunity to compete for the best design.  For the contest, Hyundai considered over 82,500 submissions.  The winning design was showcased at the recently held New York Comic-Con.  

Steve Shannon, Hyundai’s Chief Marketing Officer, says that “’The Walking Dead’ has key ingredients you want in a show these days: not only huge ratings, but social media chatter and a loyal fan base.”   For some brands, the risk is too much and the cost is too high.  Many brands are “wary of gory content,” so they maintain a safe distance from shows like ‘The Walking Dead’.  But, for Hyundai, the risk has proven worth the outcome.