Given the popularity of Applebee’s Neighborhood Drinks of the Month, we wanted exploit that and really go in on Halloween. We created an 8-hour Facebook live stream event that gave our fans the opportunity to solve some riddles, win some prizes and have some fun. One lucky person even walked away from their keyboard with $10,000 dollars

We teased out the live stream by raising awareness on TV. Our teaser trailer aired during the Walking Dead season premiere giving everyone the date of our livestream contest.

Paying homage to the drink’s namesake, the 8-hour livestream featured hourly riddles that played into the Halloween theme. At the beginning of each hour, we’d drop a riddle and let our fans guess throughout the hour while we gave clues to the riddle in case they got stuck. To keep things interesting, we peppered in some fun easter eggs and bonus riddles. The grand prize riddle at the end allowed one fan to walk off $10,000 richer.

With the success of the Dollar Zombie livestream, we kept the fun going until Christmas with Jolly Town, a livestream that celebrated the December Drink of the Month, the Dollar Jolly.

Agency: Grey
Role: Art Director, Designer, Stylist - I created this campaign from concept to completion. This was such an incredibly fun experience. From working through ideation, production on the TVC, figuring out the logistics of the sweeps and 8 hour live stream, and even hand made props from clay and even hand crafted the jagged nails and painted the hand model’s zombie’s arm.
Made with: Lance Parrish, Katherine O’Brien/Jackie Blaze, Grady Linnihan, Townhouse (New York)
Awards: Shorty - Finalist (Food and Beverage), Silver (Facebook Live)