The new The Walking Dead spinoff is going to the dogs, and AMC Networks wouldn’t have it any other way.
Ahead of its in-person upfront event slated for April 10 at Chelsea Factory in New York, AMC Networks is making several announcements, including revealing its next foray into intellectual property from The Walking Dead universe, with an upcoming series called The Walking Dogs.
The show comes from the company’s content room—AMC Networks’ in-house branded entertainment studio that connects brands to its IP—and capitalizes on viewers’ love for Dog, Daryl Dixon’s canine companion in The Walking Dead universe. The talk-show-like series will showcase Walking Dead talent bringing their pooches along for chats with fans and brands alike.
“We know that the relationship between Daryl and Dog is one that pops. We sell a ton of merch around Dog, so this is a really fun premise for an original series,” said Kim Granito, chief marketing officer of AMC Networks. “A lot of the cast members have dogs of their own, and fans want to know more, so this is a talk show with Walking Dead dog owners, their dogs and brands.”
It’s all part of the company’s philosophy and new tagline heading into upfront season, “Entertainment Uncompromised,” Kim Kelleher, chief commercial officer of AMC Networks, told ADWEEK.
According to Kelleher, the company is focusing on all aspects of fandom for the upfront, connecting viewers to the AMC Networks IP they care about in new ways with premium, quality offerings and bringing marketers along for the ride.
“At a time when there’s so much evolving in the industry and so many moving parts, it’s very easy to compromise, to make cheaper stuff, fast audiences and high volume. We are staying very committed to a quality product,” Kelleher told ADWEEK. “That’s what our studio does best. We are not going to waver on that.”
Bringing fandom to marketers
In an effort to inspire fandom among marketers, Granito said this year’s upfront event will be even more experiential than previous years, with immersive screens, talent at every table and surprises throughout the night.