“Every time you find yourself here, it’s because you chose to come back.” Mark S., macrodata refinement chief, Lumon Industries.
The more things change, the more things stay the same. No matter the level of hype associated with the latest tech-related advertising gimmick – be it Coca-Cola’s AI Christmas ad or outreach emails crafted by ChatGPT – the reality is these flashy, superficial activations lack the ingredient that resonates most with consumers.
Authenticity
This is the reason that in-person experiences and activations are back in a big way. Not because they’re easier. But because they are live, in real time and fundamentally rooted in human connection. Anyone plugged in to the news cycle over the past week will have seen the five-star reviews garnered by the Severance activation at Grand Central Station in New York. Promoting the return of Apple TV’s flagship sci-fi thriller series, which is about Lumon employees who undergo a surgical procedure that separates their work and personal memories, this was a stunt that flipped the script.
Instead of relying on the tried-and-tested props of soundscapes and lookalike actors, it took the ambitious root of featuring the show’s original cast – a challenging task given the tight schedules of the high-profile actors. This elevated it from everyday activation to a performance akin to live theatre.
Our own research has found that people have become tired of “same old, same old”. When algorithms are flatlining culture and making everything look the same, audiences crave unique cultural moments that can’t be replicated and can be trusted. The reason Severance stands out from the crowd – why it generated extensive media coverage, both earned and organic – was the ability to transcend traditional marketing and incite real awe through the wonder of live performance.
This was an authentic extension of the show’s universe. Every minor detail was taken care of, right down to the macrodata refinement. As Adam Scott mentioned on The Late Show with Stephen Colbert, macrodata refinement is a real computer task that actors use on set, which shows their commitment to authenticity in both production and storytelling. For any brand striving to break the fourth wall, and more importantly consumer scepticism, the priority has to be leveraging a sense of genuineness to forge long-term, emotional relationships with audiences.
Crisis of connection
No matter who you are, there is one undeniable truth that connects us: our lives are becoming more digital. Video calls and endless social media scrolling are the order of the day. Chances are you’re reading this on a small phone screen on your way to or from work.
On one side of the coin, technology has empowered us to stay better connected with our friends, family and favourite content creators. Flip it over, however, and it has left us with a level of fatigue that’s difficult to shake off. This is where in-person experiences can step up and provide an environment that we desperately need.
At the heart of Severance, is a story about an inherent disconnect. To then use the ultimate in human connection, live performance, to capture the world’s attention about this story is a stroke of genius by the team at Apple TV+. It takes real commitment and a finger on the pulse to do something both culturally trailblazing and awe-inspiring. There's no doubt this activation will remain in both hearts and minds for some time to come, as intended.
If live experience is the most "human" of marketing tools, then AI is the opposing force that still has a place in the marketing mix. Effectively integrating it can open the door to greater personalisation – often labelled the ultimate differentiator in today’s saturated landscape. But when concerns about digital manipulation continue to grow, not helped by platforms like Meta getting rid of fact checkers, don’t overlook the power of building authentic connections in your marketing activity.
Collective awe
It’s important to remember that, at its core, marketing is meant to bring products and people together. While traditional water-cooler moments were spent recapping films and TV shows, live events go beyond simply connecting people and products – they bind them together with emotionally memorable experiences. Our recent findings show that 73% of Secret Cinema audiences (n 1500) felt more positive towards brands they encountered within our immersive experiences.
Would the Severance stunt have achieved near-universal acclaim had it not been produced with Apple TV+’s deep involvement? No, and that’s because it’s not just creativity that’s required, but also a deeper understanding of the original content and characters. The activation needed to be a seamless continuation of the universe. Brands that overlook the importance of being in-step with the voice and values of the IP risk appearing disconnected, or worse, inauthentic.
To deliver these kinds of authentic activations, entertainment marketers need to work with experts in live performance and experiential storytelling that expands IP and storyworlds. It's a craft that theatre makers and immersive experts have honed over many years now.
Our findings also illustrate that 80% of people attend live events as a way to connect with other people. Unlike traditional ads or digital content, these immersive experiences can create awe-inspiring moments which bind the audience to both the brand, and one another. This connection is far stickier and more impactful than TV ads or AI-generated digital content.
Cat Botibol is business development director at Secret Cinema
Thubnail image from Severance — Inside the Grand Central Terminal Pop-Up | Apple TV+ on YouTube
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