Apple TV+ has just hit hard with an immersive campaign in New York to announce season 2 of Severance, one of its most intriguing series.
Three days before the long-awaited release, the platform has transformed the train station Grand Central Terminal into a dystopian experience, reminiscent of the strange atmosphere of Lumon Industriesthe fictional company at the heart of the series.
An activation that appeals to New York travelers
On January 14, the thousands of passers-by in a hurry crossing the famous station were stopped in their tracks by a surreal scene: a glass cube enthroned in the middle of Vanderbilt Hall, containing fictitious employees of Lumon Industries in full “activity”. Dressed in business casual attire, the show’s real actors repeated absurd tasks, like cleaning carpets, typing frantically on keyboards, or engaging in strangely robotic conversations.
This device, far from going unnoticed, captivated spectators and ignited social networks. TikTok, in particular, has transformed into a playground where fans and curious people have shared videos, hailing a bold and fascinating marketing operation.
The stars of the series take part in the show
To strengthen the impact of the operation, Adam Scott, Britt Lower, Patricia Arquette et Zach Cherrythe main actors of the series, came to play their characters directly in the glass cube, adding a touch of disturbing realism. And as if that wasn’t enough, the director Ben Stiller and the creator of the series Dan Erickson also took part in the game, immortalizing the moment as proud spectators.
The details of the setting were carefully thought out to please fans: iconic objects like Mark’s crystal cube, Mr. Milchick’s red ball and even framed photos of Lumon employees from the first season were present for total immersion .
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An experience that extends the Severance universe
This activation does not just tease the release of season 2. It brilliantly illustrates the central concept of the series: the separation between professional and personal liferepresented by employees “innies” (at work) and “outies” (in their private lives). Installing this cube at the heart of the daily routine of New York travelers, between home and office, is a clever way of playing on this dichotomy.
-A marketing strategy that meets expectations
Apple TV+ once again shows its ability to combine creativity and commitment for its promotional campaigns. In a media landscape where immersive activations are becoming the norm, this operation is in line with memorable campaigns such as the masked guards of Squid Game in London or the Christmas tree transformed into Emerald City pour Wicked.
But Apple TV+ takes immersion even further by directly involving the stars of the series. This attention to detail, combined with staging in one of the busiest locations in the world, shows that the platform leaves nothing to chance to retain fans and attract new audiences.
Season 2 of Severance, a mystery soon to be revealed
Fans won’t have long to wait to dive back into the oppressive and captivating world of Severance. Season 2, available from January 17promises to lift the veil on the mysteries left unanswered, while further exploring the disturbing inner workings of Lumon Industries. With such a start, expectations are high, but this campaign shows that Severance has all the cards in hand to make an impression once again.
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