Severance: The Marketing Masterclass Behind Apple TV's Cult Show - Campaign Crunch

Embracing Marketing Mistakes

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Marketing a TV show in today's crowded streaming world requires more than just trailers and billboards - it demands innovative thinking that captures attention and builds genuine connection. That's exactly what we explore in this fascinating conversation with Courtney Milne from our team at Prohibition, who unpacks the brilliant marketing strategy behind Apple TV's hit show Severance.
Severance isn't just a compelling dystopian drama about corporate life gone wrong; it's a masterclass in how thoughtful, world-building marketing can transform a high-concept show into a cultural phenomenon. We take a look into the show's premise - a workplace where employees undergo a procedure that surgically separates their work memories from their personal lives—and how this unique concept lends itself to memorable marketing activations.
From creating a fully functioning LinkedIn profile for the fictional Lumon Industries (complete with propaganda and fake job listings that attracted over 87,000 followers) to publishing an actual self-help book featured in the show, the Severance marketing team extended the show's universe into our reality. The crown jewel of their strategy? A stunning glass box installation in Grand Central Station where the actual cast performed as their characters without scripts, generating over £5 million in earned media value from a single activation.
What makes this approach so effective is its commitment to analogue marketing in our digital age. Rather than relying solely on online promotion, Severance created tangible experiences - like special vinyl soundtrack releases with "innie" and "outie" editions containing fictional company artifacts. The result? Severance overtook Ted Lasso as Apple TV's most streamed show through organic word-of-mouth growth.
Whether you're a fan of the show or a marketing professional looking for fresh inspiration, this episode offers valuable insights into how the most powerful marketing doesn't just promote content - it creates immersive worlds that audiences want to be part of. Ready to sever your connection with conventional marketing wisdom? Listen now and discover how thinking outside the digital box can create true cultural impact.

Is your marketing strategy ready for 2025? Book a free 15-min discovery call with Chris to get tailored insights to boost your brand’s growth.

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Chapters

1. Introduction to Severance Marketing (00:00:00)

2. Explaining the Concept of Severance (00:03:58)

3. The Iconic Office Aesthetic (00:06:29)

4. LinkedIn Profiles and Self-Help Books (00:10:44)

5. The Innie and Outie Vinyl Soundtracks (00:14:27)

6. Grand Central Station Glass Box Stunt (00:16:38)

7. Results and Impact of the Campaign (00:19:30)

8. Final Thoughts on Severance's Future (00:21:20)