Apple TVSilo Residences

How we convinced the internet the hottest high-rise was 144 stories underground

The Challenge

Drive awareness for the series premiere of Silo on Apple TV

The Solution

Convince the Internet the hottest high-rise was 144 stories underground

Apple TV asked us to build buzz for the premiere of Silo, a dystopian sci-fi series set in a vast underground bunker.

Streaming is crowded, so we leaned into the show’s most striking idea: the silo itself. We marketed it as a luxury development and gave it everything a real one would have: a listing on Zillow Gone Wild, a website, real estate influencer coverage, and even a staged construction site. Then we waited for the internet to take the bait.

People spent days speculating about the listing before learning the “development” was the setting of a new Apple TV series. Silo went on to become their most-watched drama premiere at the time.

“Creepy ads at an LA construction site promise a real estate development 144 stories underground”