FOX Portugal came up with an crazy promotion for the beginning of The Walking Dead show’s 4th Season. In collaboration with The Portuguese National Blood Bank Institute, they set up a shop where fans could donate their blood… as currency. And the more you give, the more you get in the form of TWD merchandise!

The pop-up shop, as it was called, caused blood donations to go up a huge 571% compared to the previous year, with 67% of those donors donating for the first time.

The store was so successful that additional locations are set to come to Spain, the Netherlands, Turkey, Brazil, Argentina, Columbia, and the United States!

Watch the full video below and see the store in action: