Apple TV+ Thinking Outside the Box (But Not the Cube) When Promoting Shows
Toggle Dark Mode
Apple is promoting two of its most popular Apple TV+ series by thinking outside the box (even though one was promoted in a cube). The streaming service has conducted two stunts in the last week to draw more attention to the return of Severance and the season finale of Silo.
Severance In-Store Promo
Just ahead of the second season premiere of the oddball hit Severance, Apple surprised visitors to Grand Central Terminal in New York City with a pop-up promotion of the show, which returns Friday, January 17, three years after the first season premiered.
Apple set up a glass cube that held workstations identical to the cubicles used by “Lumon” employees on the show, complete with Lumon computers. Actors from the show appeared in their roles as they “worked” in their cubicles, sipped coffee, played catch, did yoga, flew paper airplanes, and more.
Severance director Ben Stiller also appeared at the site at 4:30 p.m. Eastern Time, along with several other actors from the show appeared. In the cube were Adam Scott, Zach Cherry, Patricia Arquette, Britt Lower, and Tramell Tillman. The actors were in character as their “innie” versions, and the performance went on for a little over two and a half hours, with the actors all staying in character as workers at Lumon Industries.
In “Severance,” Mark Scout (Adam Scott) leads a team at Lumon Industries, whose employees have undergone a severance procedure that surgically divides their memories between their work and personal lives. This daring experiment in “work-life balance” is called into question as Mark finds himself at the center of an unraveling mystery that will force him to confront the true nature of his work … and of himself. In season two, Mark and his friends learn the dire consequences of trifling with the severance barrier, leading them further down a path of woe.
Apple recently released an eight-minute sneak peek of the upcoming season two premiere episode of Severance to Apple TV+ subscribers. Severance will return to Apple TV+ on Friday, January 17, marking three years since the final episode of season one first premiered. Filming on the second season of the show wrapped in April.
Silo Character Catches Mavericks Game
Meanwhile, the Apple TV+ marketing team also had some fun promoting the upcoming season 2 finale episode of Silo, its popular dystopian sci-fi series. 
An actor dressed in a “cleaning suit” was sent to sit courtside at a Dallas Mavericks NBA basketball game.
The Mavericks’ X account posted a video of the Silo character’s appearance, which was reposted by the official Apple TV account.
While the Silo appearance is on a much smaller scale than the Severance pop-up at the Grand Central Apple Store in New York City, the Silo character’s appearance at the game was still a fun way to draw attention to the show’s season finale.
In a ruined and toxic future, thousands live in a giant silo deep underground. After its sheriff breaks a cardinal rule and residents die mysteriously, engineer Juliette (Rebecca Ferguson) starts to uncover shocking secrets and the truth about the silo.
The sci-fi series is based on Hugh Howey’s best-selling book trilogy “Wool.” It’s already been renewed for two more seasons, which are expected to continue into the additional books in Howey’s trilogy.
