To promote season seven of global hit The Walking Dead, Fox Networks Group Europe and Africa took the show’s cast on a whirlwind European tour of six cities in seven days.
Starting with a full day of press in London on March 3, 11 cast and crew members — including Andrew Lincoln, Norman Reedus and Jeffrey Dean Morgan — then traveled in three separate groups to Munich, Warsaw, Amsterdam, Lisbon and Madrid during the week of March 6, taking selfies all the way through.
The tour included a total of 16 events for more than 16,000 fans. Beyond the events’ live reach, the tour also reached 25.7 million people on social media with 6.2 million video views and 450,000 likes, shares and comments across platforms.
“In Europe, we had the opportunity to do something special. Our ambition and scale for this event was as big as the show itself: to reach as many fans as possible within one week. [Eleven] cast members in six cities with over 20 million people engaging with us — the Tour exceeded all our expectations, and has become the biggest publicity event we’ve held in our organization’s history,” said Diego Londono, Chief Operating Officer, Fox Networks Group Europe & Africa, in a statement.
Fox Networks Group partnered with AMC to launch The Walking Dead globally in 2010, premiering the show around the world simultaneously with its launch in the U.S. in an unprecedented international release. Through seven seasons, The Walking Dead has been watched by more than 200 million international viewers across more than 200 countries.
The Walking Dead returns for its eighth season this fall, with actors Steven Ogg, Katelyn Nacon, and Pollyanna McIntosh all promoted to series regulars. Meanwhile, two long-time regulars, Steven Yeun and Michael Cudlitz, departed the show this season after their characters, Glenn and Abraham, were killed off in the season opener. Another cast member, Sonequa Martin-Green, died in the season finale, but will be resurrected later this year in CBS All Access’ Star Trek: Discovery.