Hoosier Lottery’s Walking Dead Scratch-off game has proven to be wildly successful since its launch in 2014. Thanks in no small part to the highly visible integrated campaign developed by MK, you might say the game has taken on a life of its own.

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Get Them Before They Get You

The themeline is both a call to action and a nod to the basic plotline of the series itself. At each step of the way, MK was sensitive to the inherent brand equities of the franchise and strove to keep all communication in perfect alignment.

Scary-good results

In each of its first two years, Walking Dead ticket volume has significantly exceeded sales goals. In creating the TV spots for the campaign, we used a make-up and special effects team that included several members who work on the series itself.