PORTLAND, Ore., Oct. 19, 2011 /PRNewswire/ -- An unlikely partnership proves to be highly effective for Gerber Legendary Blades and AMC's The Walking Dead. This past Sunday, with the Season 2 premiere of The Walking Dead, Mutt Industries and media partner Poh Media unveiled a campaign integrating Gerber gear as key survival tools for the characters. The partnership is a bold move by Gerber to find non-traditional means to engage and expand their survivalist and outdoor markets.
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In Sunday's episode, The Walking Dead survivors stumbled upon a Survivor Pack of Gerber gear that will prove to be consequential tools for protection from zombie attacks throughout the entire season.
The campaign was designed to engage The Walking Dead fans with outdoor and survival gear from Gerber Legendary Blades. In support of key product placement, the digital media focused campaign utilizes ads on AMC's website and specific viewer content on The Walking Dead Facebook page to drive traffic to Gerber's online channels. Following the premiere and throughout the season viewers are directed to GerberGear.com/apocalypse and Gerber's Facebook page that includes an Apocalypse Survival tab giving fans a chance to win tools featured on the show. Due to the initial success of the launch, Gerber's website crashed from heavy traffic on Monday. Fans are clamoring for the gear and more specifically a full Survivor Pack of gear. Gerber is now considering releasing full packs for purchase. Gerber's Facebook page garnered over 3,000 new Likes and much online discussion within the first eighteen hours of the episode having aired.
Scott Cromer, Partner at Mutt Industries on the launch of the digital effort: "I'm not exactly waiting for the zombie apocalypse. But if/when it comes, you can be sure that I'll have plenty of Gerber gear by my side."
The season opener shattered basic cable records accumulating 7.3 million viewers, becoming the biggest telecast for any drama in basic cable history. The Walking Dead, named by Rolling Stone Magazine as one of "the best shows on television," continues to be the most watched drama series on television for Adults 18-49.
About:
Mutt Industries
Mutt Industries is a family of passionate problem solvers who paint and write, debate and incite. Our gift is telling stories. Key clients include Gerber Legendary Blades, Coca-Cola, Nike, Moule and Paciugo... among others.
Gerber Legendary Blades
Gerber is a leading global supplier of personal outdoor, tactical and industrial gear. Founded in 1939, the trusted brand now includes a diverse portfolio of innovative activity-essential equipment for enthusiasts and professional end users. For more information please visit www.gerbergear.com.
AMC
AMC reigns as the only cable network in history to ever win the Emmy® Award for Outstanding Drama Series four years in a row, as well as the Golden Globe® Award for Best Television Series - Drama for three consecutive years. AMC's original stories include "Mad Men," "Breaking Bad," "The Walking Dead," "The Killing" and "Hell on Wheels."
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