AMC is leveraging SXSW’s experiential playground to continue building up the marketing of its latest drama, The Terror, with an immersive, multi-sensory experience that takes place in a boat built in a shipping container.
The show’s premise is about the British Royal Navy’s disastrous 1845 trip into uncharted territory as the crew attempts to discover the Northwest Passage. To promote the 10-episode first season of its haunting new series, the experience is designed to spark viewership interest with a first-hand look at what it could have been like to be a crew member on the ship.
“That aspect of the show has universal appeal, and SXSW is a good place to tap into potential new viewers,” Theresa Beyer, SVP of promotions, activations and partnerships for AMC, told AListDaily. “Putting people into a similar environment reflects the action of the show and is a more engaging way to get people into the story.”
The show is a speculative fiction about how 120 crew members aboard a ship mysteriously disappeared. Guests who entered the arctic experience were greeted by characters from the show and were then thrust into bone-chilling conditions where they were subjected to hearing the gruesome sounds of men fighting for their lives.
“We could have done something simpler through VR, put this kind of experience allows people to participate and ignites their senses,” said Beyer, adding that the elements they produced allow for the experience to resonate and create better consumer recall.
The next leg of the marketing strategy for the show will take place at WonderCon later this month when AMC will bring the exact same experience to Los Angeles.
Executive produced by Ridley Scott, David Kajganich and Soo Hugh, the two-hour series premiere for The Terror is set to premiere March 26.