Marketing for cinema is leveling up. Take Severance, the acclaimed Apple TV+ series, as a case in point. Not only is the show itself a masterclass in storytelling, but its marketing efforts have become a cultural touchstone—blurring the line between advertising and art.
In an era where traditional advertising often feels stale, the promotional strategies for TV/film like Severance and other standout campaigns, like Barbie’s, are setting new standards. These initiatives aren’t just about awareness; they create immersive experiences, foster community, and extend the narrative beyond the screen. For brands outside the entertainment space, the lesson is clear: treat marketing as part of the product, not an afterthought.
Let’s dig into Severance’s marketing playbook and see what it’s teaching us about the future of brand storytelling. Spoiler alert: It’s all about doing the most, and I'm here for it.
The Grand Central Stunt: Turning Heads in Real Life
Imagine stepping into Grand Central Station and finding yourself in Lumon Industries—the fictional workplace from Severance. That’s exactly what happened during a viral marketing stunt. Actors dressed as Lumon employees navigated the station, performing eerily mundane tasks that mirrored the show’s dystopian tone. Passersby became part of the spectacle, sharing videos and photos that amplified the buzz online.
This isn’t just a stunt; it’s participatory storytelling - performance art some say. By physically manifesting the show’s universe in a high-traffic, real-world location, the campaign gave audiences a taste of what Severance is about without needing a trailer. Well played, Apple.
LinkedIn for Lumon: A Corporate Dystopia Meets Social Media
Severance also made waves with its LinkedIn strategy. Because of course, a company has its own LinkedIn page. So simple. So genius. Through posts written in the unsettlingly cheerful voice of Lumon, the show extended its narrative to a professional platform—sparking engagement with both fans and the curious. It blurred the lines between fiction and reality in a way that felt fresh and relevant.
Brands often struggle to stand out on platforms like LinkedIn, which can feel overly formal or saturated. Severance’s approach demonstrates the value of committing to a brand voice and using unexpected platforms to surprise and engage audiences.
Milan Fashion Week: The Power of Cultural Crossovers
Recently, one of Severance’s stars, John Turturro skipped work to walk at Milan Fashion Week. This move subtly but effectively positioned the show as not just a piece of entertainment, but a part of broader cultural conversations. It’s the same strategy Barbie employed by aligning with global fashion, art, and lifestyle trends, ensuring the movie became a cultural phenomenon well before its release.
Brands, this is a reminder to think beyond your category. Cross-industry collaborations and cultural tie-ins can elevate a product from “something to buy” to “something to experience.”
When the Marketing is as Good as the Product
Severance’s marketing isn’t just a vehicle to promote the show; it’s an extension of the show itself. These efforts highlight a broader shift: the marketing is becoming as compelling as the content. It’s not enough for advertising to inform; it has to entertain, provoke, and inspire.
For brands, this means rethinking how they approach campaigns:
- Build a Universe: Don’t just sell a product; create a world that people want to explore. Think Lumon Industries or Barbie Land—places that extend beyond the product into culture.
- Prioritize Experiences: Marketing stunts like Severance’s Grand Central activation turn passive audiences into active participants. How can your brand create moments that people want to share?
- Be Everywhere, Unexpectedly: From LinkedIn to fashion weeks, Severance proved that unconventional platforms can amplify reach and spark curiosity. Look for opportunities outside your usual channels.
- Blend Fiction and Reality: The best campaigns blur the lines between what’s real and what’s imagined, creating intrigue and driving engagement. Consider how storytelling can elevate your brand’s message.
This content redefined what marketing can be. For brands willing to think bigger, the opportunities to connect with audiences have never been greater.
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