To announce that season four of the The Walking Dead TV show would be coming to the Fox Channel Portugal, a store with Walking Dead merch store was set up with a very unusual payment system. Instead of accepting cash, The Walking Dead 'Blood Store' was set up in partnership with Portugal's national blood bank institute, IPST, and had fans trade blood donations for official merchandise.
As well as increasing viewership for The Walking Dead on the Fox Channel Portugal, the Blood Store was hugely successful at getting people to donate blood—67% of donations were made by first time donors. The brilliant Blood Store was devised by the Lisbon-based Torke agency, knowing that fans want more blood (and gore) from the show.
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