
State of Survival
An award-winning partnership between the most-watched TV show on US cable television and one of the World’s largest mobile strategy games.
Client
Service
The Brief


The Thinking
Our work

The Plan
Results
Clio Award Winner 2021
Next
April 2021
FunPlus
Partnerships & Exec. Production
State of Survival was already FunPlus’ leading product, with over 60M users worldwide. However, the brand believed that the game had not yet reached its full potential and challenged Unsigned to create a brand partnership that could enable to them achieve their next ambitious target of 100M downloads.
The strategy was focused on building brand fame and appealing to a much broader audience than the highly-targeted segments from which FunPlus had built their core user base. We knew that if we were to strike a chord beyond fans of zombie-genre video games, we would need a vehicle to help bring SOS into the mainstream.
FunPlus enlisted our services from the concept and creation of the partnership, through to consultation and guidance on the production and marketing of the campaign; including, but not limited to, sourcing and engaging the creative agency to conceive the campaign through a pitch process and procuring the content production team.
A 6-month integrated partnership with AMC’s multi-award-winning and highest-grossing TV show 'The Walking Dead'. Bringing the two zombie apocalypse worlds together both in-game and in real life – turning protagonist Daryl Dixon into a playable character with an upgradable armoury, creating a brand new storyline, and executive producing behind-the-scenes content, podcasts ads, and a 60-second TV spot starring Norman Reedus.
40M Downloads
2.2M In-game purchases with Daryl
35.5M Battles with Daryl
Cookie | Duration | Description |
---|---|---|
cookielawinfo-checkbox-analytics | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics". |
cookielawinfo-checkbox-functional | 11 months | The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". |
cookielawinfo-checkbox-necessary | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary". |
cookielawinfo-checkbox-others | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. |
cookielawinfo-checkbox-performance | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance". |
viewed_cookie_policy | 11 months | The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data. |