When we launched The Walking Dead in Spanish for US audiences, we noticed AMC's Walking Dead Facebook Page had almost a million followers that didn't speak English, yet followed them hoping to be the first to learn of a Spanish version of the show. So we decided to do a Facebook campaign just for them.
We placed job postings and ads looking for "Spanish Speaking Cadavers." When you clicked on the link, it would lead you to a microsite where you could take an interactive video test to determine if you were, in fact, a Latino Walker. If you passed the test you were awarded a certificate of death that was posted on your Facebook page for all your friends to see.
Hundreds of thousands participated, leading to the biggest launch in the network's history. Sure, it was The Walking Dead, but it beat The Olympics and The World Cup.
