While many strategies can secure audience attention, far fewer succeed in creating true fan affinity. In a recent Thinking Out Loud podcast episode, Kim Granito, Chief Marketing Officer at AMC Networks, and Vicki Lins, CTAM President & CEO, explored how fan-first marketing can turn viewers into deeply engaged participants across genres, platforms, and franchises.
Granito has spent her career building marketing strategies around fandom-driven franchises—from global hits like The Walking Dead to AMC Networks’ niche horror streaming brand, Shudder. Her insights underscored how effectively AMC Networks engages audiences across a wide range of communities, transforming marketing from a traditional campaign into an invitation to participate in shared experiences.
Key Takeaways
- Diverse brands, unified purpose: AMC Networks’ portfolio ranges from horror and anime to international mysteries and premium originals, each with its own voice but all rooted in deep respect for fandom.
- Fan-first engagement drives loyalty: Fans want inclusion, not promotion. AMC Networks builds connection through co-creation, surprise content, and immersive events.
- Experiential marketing as a differentiator: Activations like Comic-Con panels and Shudder’s “Clown in the Cornfield” corn maze turn fans into participants, creating social buzz, streaming growth, and merchandise sales.
- Data meets creativity: Audience insights guide decisions, but instinct, cultural fluency, and innovation spark breakthrough campaigns.
- Franchises and niche focus provide stability: Long-running series and targeted streaming brands reduce churn while delivering marketing consistency across touchpoints.
A Portfolio Unlike Any Other
Granito highlighted that AMC Networks’ portfolio is its superpower. Each brand addresses a specific audience with a tailored marketing approach:
- Shudder: Delivers psychological horror and cult film references for die-hard horror fans.
- HIDIVE: Engages anime aficionados with a deep knowledge of genre conventions.
- Acorn TV: Offers curated international mysteries and dramas for a discerning, place-focused audience.
- AMC/AMC+: Flagship brands hosting franchises like The Walking Dead and premium originals such as Dark Winds.
“Each brand has a distinct editorial identity, tone, and community,” Granito said. “That diversity is what makes AMC Networks stand apart.”
Essentially, the portfolio allows Granito and her team to be multiple CMOs at once—crafting campaigns that speak to vastly different fandoms while maintaining a cohesive commitment to quality storytelling.
Community Over Campaigns
What distinguishes AMC Networks is how it fosters fan communities rather than just marketing content. Fans expect connection and inclusion. AMC Networks achieves this through:
- Surprise content drops and interactive trailers
- Behind-the-scenes access and talent interactions
- Immersive experiences at conventions and events
At Comic-Con this past summer, Shudder’s “Clown in the Cornfield” activation sold 3,000 reserved spots in just 20 minutes. Granito explained that small, intimate moments, like letting fans watch a trailer with actors standing behind them, can outperform larger spectacles, building loyalty and excitement in ways traditional campaigns can’t.
Experiential Marketing: A Core Differentiator
Additionally, Granito emphasized that experiential engagement is more than visibility. It’s about participation. AMC Networks transforms fans into active participants:
- Mayfair Witches: The Secret Order teased new supernatural content with immersive campaigns and fan-accessible storylines.
- Comic-Con panels and branded activations bring fans deeper into worlds they love.
- In-house studio Content Room produces branded entertainment that aligns fan engagement with business goals.
“Experiential activations may not have a traditional ROI, but they drive engagement and business impact across multiple verticals,” Granito explained.
In better understanding how these experiences integrate with streaming, merchandise, and social campaigns, it’s easy to see how AMC Networks turns marketing into an ecosystem rather than a one-off effort.
Data-Informed, Fan-Led
AMC Networks’ marketing approach also blends analytics with creative intuition. Data shows where attention is, which campaigns resonate, and how audiences respond, but Granito remarked that insight alone doesn’t create breakthroughs.
- Cultural fluency and instinct drive memorable ideas
- Inclusion and co-creation amplify fan ownership
- Engaging directly with niche communities ensures campaigns land authentically
“Marketing has shifted from mass water-cooler moments to targeting powerful niches with consistency and longevity,” Granito said. “The power is now in the niche, not the mass.”
Franchises and Niche Strategy
Franchises like The Walking Dead and curated streaming services provide AMC Networks with stability in an otherwise volatile landscape. Granito described how these elements reduce churn, provide consistent marketing touchpoints, and create a foundation for new content launches.
- Franchise longevity: 15+ years of fan engagement, with spin-offs and merchandise opportunities
- Targeted streaming brands: Services like Shudder and Acorn maintain low churn due to consistent, niche-focused programming
- Growth strategies: New shows and influencer campaigns attract fresh audiences without alienating core fans
Serving Fandoms in 2026 and Beyond
Granito also shared that AMC Networks will continue to innovate while staying true to its core principle: consistently surprise and delight fans. Tools like AI and user-generated content will enhance understanding, but the network’s differentiation remains rooted in:
- Deep respect for fandoms
- Tailored, immersive marketing experiences
- Data-informed yet creativity-led campaigns
“Never underestimate the voice of the fans. Listen to them. Include them. When you do, success follows,” Granito said.
AMC Networks doesn’t rely on a single franchise, platform, or activation—it succeeds by treating fans as partners, creating marketing that is as immersive and compelling as the stories themselves.
Listen to the full interview on the Thinking Out Loud podcast.
