AMC Uses TikTok to Launch New Drama The Audacity Across Multiple Platforms

AMC's campaign is based on a clear understanding that attracting viewers today requires a different approach.Kim Granito, the network's chief marketing officer, explained, We are very aware that getting viewers to show up isn't just a command anymore, it's a conversation.

This thinking is behind the TikTok plan.By dividing the first episode into 21 short, 3-minute clips, each about 3 minutes long, AMC is delivering a full episode on a platform designed for short videos that people scroll through quickly, viewers who watch all the clips in order can see the complete episode without turning on a TV.Granito said simply, we think it will help us bring in a younger audience.

There is some risk with this plan.Sharing a premiere across 21 separate clips means viewers need to actively find and watch each one in the right order.Some people may stop watching before they finish.However, AMC seems willing to accept this risk in order to reach the younger users on TikTok.

AMC has also created a promotional campaign that connects creatively to the show's Silicon Valley setting.Through a partnership with Captivate, the network is placing digital advertisements on screens inside elevators in technology company office buildings.

These ads feature quotes from Duncan Park, the fictional tech CEO at the center of the series, played by actor Billy Magnussen.Granito described the marketing idea as taking permission to have fun with blurring the lines between the show's world and the real world.The elevator ads do exactly that, putting a fictional tech executive's words in front of real technology workers during their working day.

Magnusson also appears in a promotional video on Charter Communications' Spectrum service, where he encourages existing subscribers to watch The Audacity on AMC Plus at no extra cost.This targets people who already have access to the streaming service, making it easier for them to start watching.

As part of the multi-platform launch, Samsung TV Plus will exclusively broadcast the series premiere on April 12th at 9 p.m. ET on its main channel.This partnership extends the show's reach to smart TV users who may not subscribe to AMC Plus or use social media, adding another way for people to watch.

Together, distribution plan covers free streaming, social media, cable TV, and connected TV, an unusually wide range of platforms for a single premiere night.

Granito was careful to explain that the Audacity has wide appeal, even though it is set in a specific world.The series is set in Silicon Valley, in the world of technology, she said, and while that's not a world that everyone is immersed in from day to day, it is one that touches everyone's lives very intimately.This balance between a specific setting and a universal relevance seems to shape the whole campaign, which reaches into the tech world through elevator screens, while also reaching a wider audience through TikTok and connected TV.

AMC's launch of The Audacity comes at a time when traditional TV broadcasters are under increasing pressure to compete for attention across many different media platforms.By reaching audiences on the platforms they already use, rather than waiting for them to come to traditional TV, the network is making a careful bet that easy access and cultural relevance can bring viewers to its biggest new series of the year.