Season 2 Social Campaign
The Second Act Begins…
After an electrifying first season of our adaptation of the critically acclaimed Anne Rice novel, it was time to reawaken the Immortal Universe . We needed to craft a campaign that would rekindle our fans’ passion for the show and immerse them into this incredible world more than ever before.
Welcome to the Coven
Bonne Nuit
After a long hiatus period, we wanted to signal that something fresh was coming. Before we welcomed the new season, we said good night! We tucked our social handles into bed by archiving all our previous posts, leaving only a mysterious grid of images remaining.
Our fans were shocked to say the least! They knew something bold was on the horizon for our beloved vampires, and could not wait to see what happened when they woke up!
To freshen up our social content after a long slumber, some of the first videos we rolled out were a series of our beloved stars Jacob Anderson & Sam Reid answering questions that content-starved fans were clamoring for. We used this excitement to our advantage, building up the initial teases for what was to come.
Memory is a Monster
1.5M
ORGANIC VIEWS
ORGANIC IMPRESSIONS
2.2M
We learned from Season 1 that memory is a monster for our vampires, but we wanted the storylines of our first Season to be clear as daylight to our fans. Our next video series had Sam and Jacob do the work for us! They gave a recap of key plot points in Season 1, so that any fan, no matter their point in the journey, could hop along for the ride.
600K
ORGANIC INTERACTIONS
Setting the Scene
The next act of our beloved series took a departure from the streets of New Orleans, and brought our vampires to the majestic Théâtres des Vampires in Paris. With this shift in setting, we wanted to set the tone of this new world our characters would find themselves in and make our fans feel like they were seeing it for the first time along with them.
Once the scene had been set, it was time to bring our vampires to center stage. During our marketing shoot with the lovely cast members of our show, we turned that stage into a reality. A practical stage set up with an iconic red curtain encapsulated the world of the theater and brought our viewers front and center.
We got to see behind this curtain and watch our vampires step into the spotlight and reveal their new season looks. We also utilized this footage in our paid campaign to excite all viewers about our vampires in the limelight.
Our amazing AMC Events & Experiences team wanted to make something big to celebrate the curtain rising on this incredible season! They created a Red-Carpet Premiere Event and Immersive Theatrical Experience in New York City at the McKittrick Hotel (home of Sleep No More). Attendees walked into the world of our show like they never could before. Largely because they could meet vampires and join the coven!
Please Take Your Seats
We wanted to bring our fans into this amazing event and make them feel like they had attended themselves! Over the course of the night, we created an interactive Instagram story experience taking viewers through all moments of the event. They could ask questions, leave comments and even join the Théâtres des Vampires themselves!
With such an incredible environment dedicated to our vampires, we knew it would be the perfect opportunity to engage with our talent and capture content celebrating all there is to love about our show. We had a dedicated social corner dressed beautifully to create the perfect performance space for our actors.
Once our show finally premiered and reached its opening night, our work had only just started! It was time to create content that engaged fans and listened to what they were talking about. We also created a pattern for them each week so they would know what to expect after each episode aired.
These included episode posters released prior to each episode airing that teased what was to come:
In Season
As well as reactive content created after the episode that was directly in response to what fans were saying.
San Diego Comic Con 2024
At San Diego Comic Con 2024, we brought the vampires from our world to see the fans in person. Sam Reid, Delainey Hayles, and Assad Zaman led an incredibly exciting Anne Rice Interview with the Vampire panel. By answering questions, sharing stories and teasing the future, these actors were able to bring the audience behind the scenes into what it takes to make a show as great as this.
They were met with cheers and adoration from an entirely full room of fans, and we were there to capture it all! Through live tweeting, Instagram stories, and recap videos, we made every fan feel as though they were right with our actors, whether they were at the con or not!
Season 3 Greenlight
Before we closed the curtain for the season, we had one more surprise up our sleeve. Throughout Season 2, fans were begging for an announcement of season 3. It’s all we could see on the social handles! So we knew we had to make it big. Before the final episode, we shared this simple announcement graphic in the brand new look for Season 3. Fans were ecstatic that their favorite show was going to continue and that there were so many more vampires coming their way!
ORGANIC IMPRESSIONS
2.2M
Merci!
Our campaign for this season was a major success! The world we created for our fans was engaging and expansive in a way that brought our show out of the screen and into the hands of its viewers. With that, we saw incredible growth across all our social handles during the Season 2 campaign window.
+30K
NEW INSTAGRAM FOLLOWERS
+87K
NEW TIK TOK FOLLOWERS
+5M
TOTAL ENGAGEMENTS
While the curtain has fallen on Season 2 of Interview with the Vampire, we can’t wait to see what’s in store for our rockstars of Season 3 right around the corner.