Under the pact, AMC’s martial arts drama “Into the Badlands” and Archie Comics’ “Riverdale,” “Betty & Veronica” and “Sabrina The Teenage Witch,” will be delivered through Yarn’s short form, storytelling in text messages and video. Archie Comics’ content, which premieres today, expands on the classic comic book tales based in Riverdale and Greendale. “Into the Badlands” will premiere on Yarn tomorrow, April 21, with a new episode launching every Saturday during the third season to coincide with each televised episode on Sundays.
AMC’s decision to launch content on the platform is part of the company’s strategy to reach younger audiences, who don’t typically tune into a pay-TV service for their daily dose of entertainment. Yoel Flohr, AMC Networks Senior Vice President of Franchise Development, is also excited about Mammoth Media’s ability to utilize data in its content creation process.
“Since its first season, ‘Into the Badlands’ has attracted a core audience and devoted group of fans who are millennials and Gen Zers,” said Flohr. “Yarn’s specific ability to target this audience, capture relevant consumption data and in turn create content that our fans can’t take their eyes off of, makes Mammoth Media the perfect partner to create an interactive and enticing campaign for season three.”
“Into the Badlands,” which closed its second season as a top-ten scripted cable series, tells the story of survival and dominance set in a future feudal society. The stories developed for Yarn will delve deeper into this world, providing exclusive content and new storylines featuring beloved Badlands characters through fullscreen, tap-motion video episodes, unveiling riveting action in five to six taps.
“We are extremely excited to partner with AMC and Archie Comics franchises to create these Yarn series,” added Benoit Vatere, CEO of Mammoth Media. “These franchises have incredible fan bases who will be able to truly immerse themselves into the ‘Badlands,’ Riverdale and Sabrina’s hometown of Greendale through engaging micro-stories that elevate their experiences within the fandom and build on the televised stories they see each week.”
Recently Mammoth Media partnered with the writers of Saw to create the Yarn series HACK’d, leading to a 39 percent increase in installs of Yarn, 45 percent increase in user sessions and 33 percent increase in story views, according to the company.