Ron Tonkin Zombies

On Friday the 13th, 2011 at precisely 6:00am, Portland, Oregon was warned of an impending zombie invasion. Reports indicate that several hand scrawled notes warning of the attack were found at the infamous Voodoo Doughnuts.

The news spread quickly. Social media, radio, and television reports buzzed about the possible attack. Portland residents began hunkering down and preparing their emergency survival kits. And then it happened.

Swarms of the undead began invading Pioneer Square.

Their goal wasn’t to kill, but to drive people to Tonkin’s website.

Inspired by Orson Wells’ “War of the Worlds”, the marketing stunt kicked off the most talked about campaign in R/West history. With tens of thousands of dollars worth of unpaid TV, newspaper, and blogger coverage, we didn’t just drive them to the website — we put them in new cars.

$40K+ of earned media across TV, newspaper, and digital channels
6,478 frightful Portland professionals
1 big surprise that had every one on the edge of their seat