AMC Networks is set to transform how television advertisers engage with audiences by introducing an innovative advertising platform that leverages the massive visual expanse of Las Vegas’ Sphere. This initiative is particularly poised to flourish during the company’s annual celebration of horror, known as “Fear Fest.”
AMC, broadcasting popular networks like AMC and IFC, has attracted a diverse array of advertisers eager to take advantage of this vibrant out-of-home advertising opportunity. The partnership between AMC and Sphere, both connected through the Dolan family, promises to merge AMC’s extensive TV offerings with the cutting-edge display capabilities of Sphere. This integration was showcased during the recent “upfront” event, where television networks secure advertising commitments for their upcoming programming seasons.
“Our mission over the past two years has been to curate commercials that embrace what we refer to as the joy of horror,” explains Mike DiGicaomo, head of integrated marketing and Content Room for AMC Networks. “It’s our heartfelt invitation to brands to delve into the fascinating realm of horror and its passionate community.” Prominent sponsors of this year’s Fear Fest include Bacardi and Kraft Heinz, with notable companies like Universal Pictures negotiating advertising placements that feature their upcoming film “Black Phone 2,” set for release on October 17, prominently on Shudder, AMC’s horror-centric streaming service.
Fear Fest’s lineup will showcase iconic franchises such as “A Nightmare on Elm Street,” Halloween, “Friday the 13th,” and “Final Destination,” alongside adaptations of works by Stephen King. The programming will also feature new episodes from series such as “The Walking Dead: Daryl Dixon” and “Talamasca: The Secret Order,” inspired by the literary creations of Anne Rice, along with special holiday-themed content.
While many advertisers typically gravitate towards major holidays, the unique potential of Halloween presents extraordinary opportunities. “Halloween stands out as an incredibly significant consumption holiday, especially among the Gen Z demographic,” notes Lisa Pfenning, vice president of Bacardi Rum in North America. The season allows marketers to tap into nostalgia by aligning brands with cult classic films and festive celebrations, involving audience engagement in preparations for Halloween night, from costume choices to social gatherings.
Kraft Heinz is enthusiastic about the potential to “surprise and delight consumers this Halloween season,” states Lizzie Bartek, the company’s senior brand manager of creative effectiveness. Among their promotional efforts, Kraft Heinz will spotlight Velveeta and Jet-Puffed marshmallows.
Bacardi is collaborating with Sphere Studios to produce Halloween-themed material that will feature during the spooky shows lined up at Sphere. The iconic bat symbol from Bacardi’s logo will take center stage in these campaigns. Bacardi’s promotional dominance over the Sphere platform will commence on Friday and continue until October 10. Meanwhile, Kraft Heinz will promote Velveeta through customized content distributed across linear and social channels, in addition to sponsoring the “Best of Fear Fest” collection available on AMC+.
Executives at Sphere recognize the opportunity to connect with new audiences, especially advertisers. “We want clients to fully harness the power of this immersive canvas. The Sphere itself boasts the world’s largest LED screen,” asserts Marcus Ellington, executive vice president of ad sales and sponsorships at Sphere. This expansive display not only attracts the attention of Las Vegas visitors but can also be monitored by millions via social media platforms. Furthermore, much of the content crafted for advertising partnerships can be generated internally by Sphere.
The compelling visuals and narratives produced for Sphere will also be adapted and showcased across AMC’s properties, enriching the Halloween experience with over 650 hours of custom-tailored programming.
