By Anna Sekula Posted February 14, 2013, 5:40 PM EST
In an unusual move, AMC built a two-day pop-up in New York for not one, but two new TV shows, opting to promote the network's latest offerings as a pair. Premiering February 14, Freakshow and Immortalized will air back to back as part of the launch of AMC's Thursday-night block of unscripted programming, so the decision to publicize both at the same time was a strategic one, essentially mirroring the broadcast schedule. The experiential site, which was dubbed the Immortal Love pop-up and housed inside a vacant ground-level space on Fifth Avenue in Midtown Manhattan, opened to the public on February 8 and ran through February 10.
Overseeing the project for the television network was Theresa Beyer, AMC's vice president of promotions and brand activation, who tapped event marketing agency VP&C to help produce and position the effort. That included dividing the pop-up into three parts, with two parts dedicated to the kind of taxidermy showcased in Immortalized and a third devoted to the quirky entertainers and artifacts featured in Freakshow, which follows the family-run Venice Beach Freakshow.