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Apple TV+ brought guerrilla back for the Creators’ age, turning ‘Severance’ into a bonafide cultural obsession in the process.
Published On: June 18, 2025
After the pandemic put on hold large on-the-ground activations and events, it appears that head-turning marketing stunts have resumed. From the cultural domination of ‘Barbie’ and ‘Wicked’ across product categories to the thematic red-carpet dressing by Zendaya and Timothée Chalamet, we’ve entered a bold new age of entertainment.
But of all the recent creative offerings we’ve seen, ‘Severance’ has truly raised the bar. After almost three years, the Apple TV+ hit series returned last January with an eagerness to pick up the buzz where it left off…and then some.
One of the most striking elements of the campaign is how it blurred the lines between fiction and reality. The cross-channel initiative brought ‘Severance’s’ Lumon Industries – the show’s mysterious fictional megacorporation – to life to bring its audience a giant step closer to the action (more on that soon).
Here are some of the other crucial ingredients that resulted in ‘Severance’s’ resounding entertainment marketing success:
The top-level results at a glance
This bold yet balanced approach earned some pretty impressive results to say the least. Let’s take a look (*cue drum roll):
AppleTV+ kicked off its ‘Severance’ season two marketing push just two weeks before the premiere, with a pop-up at Grand Central Terminal in New York City. For four hours, the main cast performed office duties in character to recreate the show’s iconic on-screen dynamic.
The stunt resonated with commuters – many of which were on their way to their own “severed floors” – and intrigued passersby previously unfamiliar with the series.
@salivaplaths okayyyy apple tv marketing 😍😍 #severance
@briandanuff Literally one of the coolest marketing stunts I’ve ever seen #severance #nyc #manhattan #grandcentral #fyp @Apple TV
The first epilogue to the campaign was the ‘Cold Harbour’ event in the UK’s capital – an enigmatic open-air event held at London Bridge.
A mix of “innies,” the cast, and UK entertainment influencers marked the season’s end – serving as both a nod to devoted fans and a prompt for newcomers to catch up on the show.
@doeyppp The Severance cast just popped at London Bridge Station! #severance #appletv #fyp #foryoupage #Milchick #adamscott #hellyr #britlower #gwendolinechristie #gemma #DichenLachman
Social media buzz and “location virality” helped ‘Severance’s’ guerrilla strategy. After months of creators flocking to Bell Works – the New Jersey site where Lumon HQ scenes were filmed – Apple raised the bar.
On April 5 to 6, 2025, the entertainment giant hosted an immersive ‘Severance’ experience at the venue, featuring a replica goat room, show-inspired decor, and a cast Q&A led by Stephen Colbert. The immersive initiative gave both established and casual creators the perfect stage for ‘Severance-themed’ content – the kind that blurred the lines between fiction and reality.
Another key factor that sustained momentum throughout the 10-week release schedule – and beyond – was the show’s iconic world-building initiatives.
Creators were eager to immerse themselves (and their ‘outies’) in the series’ universe, each bringing their unique voice to the experience.
Apple played its hand here, too…getting in on the fun by featuring the fictional ‘Lumon Terminal Pro’ from ’Severance’ on its official site.
Listed alongside real Mac products, the prop wasn’t for sale, but it did serve as a savvy promotional move. The page also included an 11-minute behind-the-scenes film on the show’s editing process using Apple gear – part showcase, part subtle flex.
Select influencers and media outlets also received an “Official Lumon Senior Refiner Outie Gift Box,” packed with show-inspired goodies.
What was inside the box? Lumon-branded office supplies, a personalized ID badge, an employee handbook, a “Severed” mug, and exclusive sneak peeks, all designed to pull recipients straight into the world of ‘Severance‘.
Several well-integrated marketing and social media tactics made the show’s campaign a universal success. ‘Severance’ was the first show of the TikTok age fully immersed in the virtuous circle of social media dynamics, trends + aesthetic awareness, and leveraging viral storytelling opportunities.
Here are the methods and approaches that pushed ‘Severance’s’ creator marketing initiatives ahead of the entertainment pack:
Moving from “just about” authentic to in-universe authenticity creates a compelling universe that draws in both dedicated fans and casual viewers. Also, by featuring fictional props alongside real products on Apple’s website, the brand promoted both the show and its technology, reinforcing its ethos without overt selling tactics.
Those that showed up to ‘Severance’s’ immersive campaign lived a piece of the show. These boundary-busting initiatives were enhanced by the presence of creative talent outside the usual red carpet and press junkets.
Through selective events, the involvement of talent, and limited-edition merchandise for influencers, the show boosted its awareness among new viewers and inspired re-watches. These exclusivity-driven initiatives expanded the show’s reach while attracting a whole new wave of ‘Severance’ superfans.
An abundance of fan theories, behind-the-scenes content, and ongoing digital engagement maintained a significant buzz beyond the show.
The fact that these events continued long after the season ended highlights how entertainment consumption has shifted in the streaming age.
The cycle never ends, and you can never know when a piece of content might come back in style. But when it does, you’d better be ready.
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