| Title | A GUEST OF HONOR |
| Brand | FOX / CAUCASUS ONLINE |
| Product/Service | WALKING DEAD TV SERIES |
| Category |
B07. Events & Stunts |
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Entrant
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WINDFOR'S Tbilisi, GEORGIA
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Idea Creation
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WINDFOR'S Tbilisi, GEORGIA
|
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PR
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WINDFOR'S Tbilisi, GEORGIA
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Production
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WINDFOR'S Tbilisi, GEORGIA
|
Credits
| Vato Kavtaradze |
WINDFOR'S |
Creative Director |
| Bibi Asatiani |
WINDFOR'S |
Creative Director |
| Lado Malazonia |
WINDFOR'S |
Strategic Planner |
| Nino Gordeladze |
WINDFOR'S |
Copywriter |
| Beqa Meparishvili |
WINDFOR'S |
Copywriter |
| Iko Sakvarelidze |
WINDFOR'S |
Copywriter |
| Matassi Sulakauri |
WINDFOR'S |
Art Director |
| Mari Sukhishvili |
WINDFOR'S |
Art Director |
| Tamar Tsintsadze |
WINDFOR'S |
Account Director |
| Zakharia Metreveli |
WINDFOR'S |
Design Director |
| Ruslan Beridze |
WINDFOR'S |
Designer |
| Sandro Baghashvili |
WINDFOR'S |
Designer |
| Sandro Javakhishvili |
WINDFOR'S |
Digital Planner |
| Merab Kechkhoshvili |
WINDFOR'S |
Digital Planner |
| Ringailė Leščinskienė |
WINDFOR'S |
Producer |
| Zuka Gharibashvili |
WINDFOR'S |
Producer |
| Natia Nikoleishvili |
WINDFOR'S |
Post Production Manager |
| Goga Tsikolia |
WINDFOR'S |
Editor |
| Sandro Nakashidze |
WINDFOR'S |
CG Artist |
| Paata Godziashvili |
WINDFOR'S |
Sound Engineer |
| Makho Khipshidze |
Independent |
DOP |
| Madona Chanturia |
Independent |
Make-Up Artist |
| Natia Intskirveli |
Independent |
Costume Designer |
The Campaign
We decided to invite a "star" from TV series - but this one would not be your typical celebrity.
Supporting Actor - appearing in a scene on minute 23 of Episode 1, Season 6 would visit Georgia - never once breaking a zombie character, enjoying a deserved vacation among warmhearted and welcoming Georgians.
Execution
We made sure that our guest of honor visited every national landmark and tourist attraction during his stay - guiding our Walking Dead "star" to the walking tour of Tbilisi - Sightseeing, wine-tasting, national cuisine, etc...
After the first day of huge media buzz he became the most wanted [dead] man in town - TV and even RADIO (!) stations requesting the visit of 'zombie' who not even once broke the character.
12 out of 14 local TV channels, newspaper reporters, bloggers volunteered to follow his trip almost everywhere. Besides earned media coverage, every smartphone of dedicated fans or confused observers also turned into tools of social media display, as the sight of zombie enjoying tourist attractions of Tbilisi became unskippable content.
During just two days of his visit, the brand has generated $120k worth of earned media, and huge buzz on internet after zombie became a meme.
So when the series returned on air after mid-season hiatus, the viewership rose by 16%.
The Situation
A Guest of Horror is a satirical campaign, mocking celebrity endorsements, and testing the limits of famous Georgian hospitality.
The stunt lasted for whole duration of our guest's visit - covering many different tourist attractions and landmarks in Tbilisi creating memorable experience for Georgians to interact with the guest from USA - "A Real Zombie".
So who cares about Hollywood actors when we could host an 'extra' from the TV Series with 1/10 expenses and huge media buzz?
The Strategy
The strategy was to treat our guest just as a real celebrity. We had prepared a full cultural program - the one we use in case of any high profile guest visit.
We also notified TV series fans, bloggers, and reporters about his exact trip schedule, guaranteeing that he was in the center of attention and media coverage during his whole trip.