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To promote the launch of The Walking Dead season 4 on its network, agency Torke+CC and Fox Portugal created a pop up store along with the national blood bank institute IPST which is the world’s first where the currency is blood. Called ‘The Walking Dead Blood Store’, customers had to donate their blood in order to buy official products from the store. Customers were also encouraged to persuade their friends and family to donate blood—with more blood donated, the store sold more and better products. The promotion activity turned out to be a proven success—there was a 571% increase in blood donations as compared to last year, and 67% of the total donations were made by first time donors. According to recent reports by Design Taxi and PSFK, the concept might be replicated in other parts of the world like Spain, Brazil and USA.