The Walking Dead ChopShop APP & Campaign
The primary objective of the Walking Dead Campaign is to increase brand perception and reach. Utilizing effective advertising and social strategies will enable us to have a considerable impact on the overarching perception and opinion of the Hyundai brand. Our ability to continuously monitor and improve upon user engagement metrics will enable us to accomplish our goals.
CD: Scott Muckenthaler
ACD: Derek Arzoo + Charles Gerstner
AD/UI/UX/Visual Design: Jeff Chin
UX: Nate Manchester
With The Walking Dead Chop Shop, we were able to create a car configurator experience that captured the attention, imagination and participation of upper- and lower-funnel audiences alike, while simultaneously educating them on our model offerings. By adding a culturally relevant interest layer to the traditional model of car configurators, we gave fans a compelling reason to voluntarily engage with the brand and spend more time with Hyundai vehicles.
To get a zombie-obsessed generation engaged with Hyundai, we let fans design their ultimate survival vehicle using three cars and hundreds of apocalyptic parts. Right from their smartphone.
During the discovery phase, I found similar competitive vehicle configuration apps were looking nice, but it was hard to use and didn't provide a simplified user experience. In order to configure the over 700 weapons, I had to come up with very intuitive and engaging user experience. So I came up with this solution where the left dial lets you choose cycle between 20 different vehicle zones. The right dial scrolls through all your weapons in each zone, from the horde plow to the Almighty flamethrower.
A car configurator app for iOS and Android that empowers the imagination of The Walking Dead fans to build their ultimate zombie survival machine. Fans were given three Hyundai models (Veloster, Elantra, Santa Fe) and over 700 parts to configure their own zombie-slaying ride.
With much of Chop Shop’s core functionality accessed through two navigational dials, we designed and vigorously tested numerous designs before implementation.
The Chop Shop intelligently calculates a survivability score based on your vehicle, weapon and armor choices—a simple gamification feature that kept fans building.
Over 464,805 total download and counting
150% traffic increase to Hyundaiusa.com in just 3months
5min spent on average in first Chop Shop App visit
60% of users returned to build a second vehicle
#1 automotive lifestyle App in iTunes Store
To help launch the app, Hyundai took to the epicenter of zombie fandom: San Diego Comic Con. With the use of street teams, trolley wraps, and an exclusive Walking Dead launch party, we not only caught the attention of Walking Dead Fanatics, we also got the buzz going about the Chop Shop App. After San Diego, Hyundai deployed a series of street posters, as well a national print campaign and web videos that help get viewers into the Zombie survival mindset.