How does Apple TV+ promote a show about Monarch—a shadowy organization—to diehard Godzilla fans while also making it appealing to Gen Z on TikTok?
By taking diehard fans on the same hunt for truth as the characters in the show with leaked top-secret Monarch files.
And preparing everyone else for what’s to come.
presents
Monarch is hacked by internal employees seeking to share what Monarch is hiding. Fans at NY Comic Con are seeded with these top-secret digital files to start their search for the truth.
MONARCH UNLOCKED | NYCC 10.13
/// The existing @MonarchSciences account, which already had 49k followers, was hacked on the same day as NYCC. Cryptic notes and files were shared online for fans and influencers to piece together. ///
/// MONARCH UNLOCKED | ON SOCIAL ///
Even the ‘MONARCH: LEGACY OF MONSTERS’ panel at NYCC was hacked.
The end of the panel was disrupted by this video, on every screen in the room.
While fans are busy trying to figure out what Monarch is hiding, we made their speculations a reality.
G-DAY
A WORLD-WIDE TITAN ATTACK ON TIK TOK
PHASE 1
It all started on G-Day, Nov 3rd.
We partnered with seven creators from various corners of TikTok—beauty, food, booktok, lifestyle—to release unexpected “faux footage” style videos that hint at a Titan attack. These TikToks showed subtle signs of a Titan attack and creators’ reactions, without ever showing any actual monsters.
Initiate the uproar
PHASE 2
Sightings
In collaboration with a TikTok animator, five travel creators posted videos revealing three Titan sightings in their respective locations from the show, including San Francisco, Alaska, and the Philippines.
PHASE 3
Unpacking the conspiracy
The next day, creators posted content that dives deeper into the Titan sightings. We worked with three creators in the science and truth-seeking space, who analyzed nature, oddities, conspiracies and myths to unpack the Titan sightings and warn there might be more to come.
PHASE 4
Release the preparedness plan
The official “Titan Preparedness Plan” video was released across all Apple TV+ social platforms and spread on sci-fi channels across the internet.