Apple TV+ SDCC
‘Severance’
Experience
The Challenge
Apple TV+ was activating at San Diego Comic-Con for the first time, bringing the world of their 14x Emmy-nominated series, “Severance,” to fans and press on the ground. Their immersive installation, Welcome to Lumon, invited guests to endure first-day orientation at Lumon Industries, exploring rooms and interacting with props to uncode any easter eggs. The team tapped The Brand Agency to secure top tier media attendees to the activation’s press preview night, as well as assist in breaking through all the Comic-Con noise and debuting the news to generate worldwide coverage.
data-driven results
Our team focused on a three phase strategy that included curtain-raiser press, event activities and post-event pitching. The activation hosted a press preview the day before it opened to the public, generating amazing headlines and creating one of the most-talked about activations at Comic-Con. Our team also handled white-glove visits from Tier 1 press and crews that were unable to make the preview. The Brand Agency pitched and monitored media daily. Our team also continuously ran media audits to target reporters onsite at the convention. Our team recapped efforts for Apple TV+ executives after every convention day, including the press preview.
As a result of our efforts, The Brand Agency was able to secure press placements in top tier outlets in the entertainment, marketing and consumer interest categories. National outlets included Forbes, Los Angeles Times, BuzzFeed, Esquire, AdWeek, Collider, Variety, Insider and E! News to name a few. Regional and niche coverage included NBC San Diego, SDCC Unofficial Blog, and San Diego Union Tribune.
Our team hosted over 130 press appointments including Variety, The Hollywood Reporter and Univision that resulted in over 100 media hits.
