We designed the runaway hit app Dead Yourself for AMC's The Walking Dead. A simple to use app by which the user takes a selfie and combines it with exclusive art from The Walking Dead to make themselves into a zombie.
Users could select from up to five channels to create a zombie. Milestone moments in the series acted as the themes for each of the channels, this enabled a wide array of art to be published and shared.
Core to the experience beyond making awesome zombies was simplicity and sharing. We distilled the experience of creation down to its simplest four components; eyes, mouths, props, and filters. Creation lead to simple sharing to social apps as well as SMS.
People got very creative, zombie babies,cats, and brides were made to much our delight. Users surpassed even our expectations on how they manipulated the app to create amazing zombies.
After reaching critical mass we wanted to give users a map visualization of the outbreak of zombies they'd created. We integrated a leaderboard to promote competition. Fans went on to share over 50 million photos.