Celebrate the craft behind Silo, a new TV series on Apple TV+, while activating the largest possible audience and generating interest and anticipation for the Season 1 premiere.

The idea was to turn the production art of the show’s dystopian spaces and interiors into a frighteningly real, real estate marketing campaign, featuring real celebrity real estate brokers, in order to build awareness of the world of the show and grab attention on social media.

The goal for Silo Residences was to target the broadest audience possible by blurring the line between the setting of a sci-fi drama and the reality of the housing situation, class structures, and social isolation in the United States. Topics frequently and endlessly debated in the posts and comments of real estate content on Twitter (X), Instagram, and TikTok. By getting people to question what was real, they discovered a relatable new series that explores the same social topics.

Silo Residences launched across the social channels of multiple influencers and extended to a high-traffic OOH takeover in Beverly Hills and an online information hub that helped the Silo Residences authentically emulate the touchpoints of a typical real estate campaign. The integrated campaign began on May 3 and lasted 48 hours. The reveal was timed to the premiere of the series on Apple TV+ on May 5, 2023 when a second wave of influencer posts and site refreshes revealed audiences could visit the Silo Residences for real by streaming Episode 1 of Silo that same day.

The Silo Residences earned 5.7 million impressions, with over 2 million in earned media. Over 223,000 engagements were recorded across channels as conversation spiked 225% above benchmarks in the first 24 hours. Microsite visitors spent an average of 48 seconds on the Silo Residences microsite and watched video the tour of the residences 441,000 times. This attention helped make SILO the most watched premiere of any drama on Apple TV+ ever.