Progressions

When Outside of the Box is Inside the Box: Unpacking the ‘Severance’ Promotion and How Creative Promotion Campaigns Benefit Companies

If there’s one thing we know about consumers, it’s that we love to be part of the experience. When a campaign pulls us in and lets us engage firsthand, it sticks with us. Immersive promotional strategies don’t just grab attention: they create lasting impressions and make brands more memorable. 

A great example of immersive promotion is Apple TV+’s marketing campaign for “Severance,” a sci-fi psychological thriller about employees who undergo a procedure to separate their work and personal memories. As part of their promotion for the show’s second season, which was released on Jan. 17, Apple set up a life-sized glass office in Grand Central Station in New York City. Inside this glass ‘box’, the cast of the show went about office tasks, fully in character, bringing the show to life.  

Passersby could watch the staged office from outside the glass, in an almost zoo or museum-like fashion. This setup drew in crowds of commuters and fans alike, and quickly went viral as people shared videos of the actors and the box itself on social media. This kind of live, interactive promotion didn’t just advertise the show, it let people experience its themes. Though it may feel dystopian to see crowds of people watch actors go about ‘boring’ office tasks in the middle of Grand Central, the unsettling vibe matches the way the show’s dystopian plot is supposed to make you feel, and it’s this correlation that means this promotion works for this show and generates the right kind of buzz.  

Apple TV+ isn’t the only brand that has used immersive promotions. Several companies have launched innovative campaigns that brought their brands to life. To promote “Westworld” in 2018, HBO recreated the show’s futuristic Wild West setting at SXSW. Visitors could interact with actors, solve mysteries and fully experience the world of the show. By making people feel like they were part of the show, HBO strengthened the show’s existing fanbase and generated media attention, bringing in new viewers. 

In 2011, IKEA UK hosted a sleepover in their Essex warehouse. People who joined their Facebook group entered a contest to spend a fun-filled night inside the store. This campaign reminded customers of IKEA’s cozy, home-like identity while creating an immersive experience that winners would naturally want to share. 

In today’s digital world, traditional campaigns alone aren’t enough to make a brand stand out. Innovation in PR doesn’t just mean being different for the sake of it, it’s about creating something that genuinely connects with people. When a campaign invites people to be part of the experience, it builds stronger connections and encourages organic sharing. 

Take the “Severance” Grand Central pop-up, for example. It wasn’t just a promotion, it was an experience people wanted to talk about. Whether it’s a glass office in the middle of a train station or a warehouse sleepover, great immersive PR campaigns create stories that audiences can’t help but share. Sometimes, the best way to think outside the box is to put something (or someone) inside one.