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Severance Defies Protocol
Apple TV+ is making Severance an experience, not just a TV show.
The streaming platform is known for its high-quality original programming, but outside of hits like Ted Lasso, some of its shows have had trouble breaking into the mainstream. That’s changing with the marketing push for Severance Season 2.
The immersive, multi-platform promotional blitz kicked off in January with a free streaming weekend, allowing non-subscribers access to Apple TV+’s full catalog.
AppleTV+’s timing was aimed at onboarding new subscribers right as anticipation for Severance Season 2 ramped up.
One of the most striking activations was a pop-up event at Grand Central Station, where a large glass cube appeared, meticulously replicating the Macrodata Refinement department at Lumon Industries. The activation escalated – as did the social media buzz – when key Severance cast members stepped into the cube, blurring the line between fiction and reality.
The event delivered a hyper-detailed experience that perfectly embodied the unsettling corporate dystopia of the show.
The LinkedInnie Experience
Expanding the immersive marketing strategy, Apple has brought Severance into the professional world with a LinkedIn page for Lumon Industries (warning: may contain season 2 spoilers).
Written in the same eerie yet hyper-corporate tone as the series, the page mimics real-world LinkedIn content with a satirical edge, rewarding engaged fans with hidden details and Easter eggs.
Meanwhile, the official Severance podcast, hosted by Adam Scott and Ben Stiller, also launched in January. Much like the show itself, the podcast rewards close attention, offering deep dives into its world with cast members and celebrity “superfans” joining as weekly guests.
Beyond Apple’s official promo push, Severance enjoys a thriving fanbase on Reddit and dedicated podcasts where viewers dissect every detail, theory and hidden clue. Apple’s approach taps into this organic excitement by fueling weekly conversation: each episode is released on a weekly cadence, rather than all at once, building suspense and creating space for ongoing discussion.
Apple TV+’s approach to promoting Severance demonstrates that a well-rounded campaign can transform passive viewership into active audience engagement.
