Reviving the Night Market
A microsite only open during the Witching Hours, when immortals of the Anne Rice Universe come out to play. I led the second season overhaul and subsequent sharp increase in sales.
A Great Idea with a launch that didn't quite meet consumer needs
The Night Market launched in 2022 alongside Season One—an ambitious, genuinely exciting extension of the Anne Rice world, with huge potential for partners, sponsors, and fans. While the concept was strong, the initial product mix didn’t fully capture what fans were coming for from the show, leaving room to better align the shop with audience taste and energy.
I was thrilled to step in and lead eCommerce beginning in Season Two, evolving the Night Market into a more fan-led experience—and a stronger, more profitable business.
Switched to Day Shop / Night Market
To better serve the full spectrum of fans, we introduced The Day Shop—a daylight sister store with more classic, wearable, trend-forward merch (think hats, Stanley-style tumblers, and easy entry-point pieces), while keeping the Night Market’s elevated spirit intact.
We still offered signature “prestige” hero items (yes, the casket stayed), but refreshed the higher-tier assortment to feel more unmistakably show-specific—spotlighting characters and themes in a way that was clear, collectible, and fan-led.
Success was clear--in this second year, microsite sales increased by 72%, moving the initiative into profitability.
How the Shop built the world out
The Night Market’s first launch earned attention for its innovative concept, but that buzz didn’t fully translate into sustained traffic or sales. In Season Two, we paired the same level of press with bolder, fan-forward items—and saw a real surge in engagement, with fans celebrating how much AMC was investing in the Anne Rice universe.
Today, eCommerce and partnerships for Interview with the Vampire and Mayfair Witches continue to expand that world—deepening loyalty, sparking cultural curiosity, and building momentum for what comes next.
