In an unmissable marketing stunt, Apple TV+ put the characters of hit TV series, ‘Severance’, in a clear office cubicle for a pop-up performance. Ahead of the upcoming second season, premiering globally on Apple TV+ on the 17th of January, the installation was visible to commuters at Grand Central Station, New York City. 

What better to beat the January blues than with the return of a hit TV series? Apple TV+’s sci-fi thriller, ‘Severance’, is finally back after the first season initially aired in February 2022. 

The show follows a group of employees who have chosen to undergo a “severance” procedure where they elect to split the memories from their work lives and personal lives, with neither being present in the other one, and essentially creating two versions of the same person.

Image credit: Apple TV+

Anticipation has been building for a long time for ‘Severance’ season 2, a feeling Apple TV+’s marketing team have been able to capitalise on with the rollout. 

The live performance at Grand Central Station featured the series protagonist, Mark (Adam Scott), and his colleagues at Lumon, the fictional company they work for, in a scene where they conduct one of their usual working days. Alongside Scott was Helly (played by Britt Lower), Irving (John Turturro), Harmony Cobel (Patricia Arquette), Dylan (Zach Cherry), and Milchick (Tramell Tillman).

Audiences saw the characters chatting, working at their desks, and tidying the cubicle. In attendance was the show’s Executive Producer and Director, Ben Stiller, who was seen in the audience. 

Image credit: Apple TV+

The stunt gained traction on social media, with videos posted on TikTok and images on Instagram met with positive response. 

Audiences have been waiting a long time for this second season, which follows a critically acclaimed first season, nominated for 14 Emmys. 

To gain traction, Apple TV+ has been teasing trailers in digital out of home, with short videos showing on the likes of the big screen at Outernet, London. Increasing the hype even more, the streaming platform is encouraging viewership with free trials. While an email marketing campaign saw Apple TV+ subscribers receive an email in the form of a meeting invite in keeping with the workplace theme.

A novel and fun approach to out of home marketing, the ‘Severance’ season 2 pop-up performance provided the public with a moment of surprise and delight on their commutes. Resonating with audiences, the installation gained traction online and firmly placed the premiere in viewers’ minds. A marketing move that demonstrates the sheer creative capacity of advertising.