To promote the launch of The Walking Dead season 4 on its network, Fox Portugal—with the help of creative agency Torke+CC and national blood bank institute IPST—have collaborated to create “the world’s first POP-UP store where the currency is blood”. Called ‘The Walking Dead Blood Store’, customers had to donate their blood in order to buy official products from the store. Customers were also encouraged to persuade their friends and family to donate blood—with more blood donated, the store sold more and better products. The promotion turned out to be a proven success—there was a 571% increase in blood donations as compared to last year, and 67% of the total donations were made by first time donors. It also caused the concept to be replicated in other parts of the world like Spain, Brazil and America.