Feature
Using immersive
experiences to win the
race for users at SXSW
Zara Kerwood, digital innovation
lead at George P. Johnson,
checks out how big brands are
doing battle at the epic annual
festival and conference mash-
up that is South By Southwest in
Austin, Texas
Above right: Good Omens (Image: Aaron Rogosin)
Below: The Highwaymen House (top) and
Game of Thrones (bottom)
S
XSW took place in Austin on 8-17
March, where we saw brands
stepping up their game with elaborate
immersive experiences.
As streaming giants Netflix and
Amazon continue to do battle over users,
and as new entrants, such as Disney+,
start to apply even more pressure,
we saw brands employ experience
marketing at the festival to tell the world
about their original content and reach
new audiences.
an insight into the film, but kept the
audience wanting that little bit more.
Amazon Prime Video – Good Omens
Amazon offered visitors a sneak peek
of the Good Omens series launching
in May with the ‘Garden of Earthly
Delights’ – pick either heaven to
experience angels giving massages,
or hell to discover the most delightful
Hellbound puppy pen. This was a
fabulous execution with attention to
detail to die for.
Netflix – The Highwaymen House
This interactive experience saw one
of the Rainy Street’s bars transformed
into a 1934-inspired speakeasy filled with
immersive storytelling. The mission
for attendees was to try and find out
who the ‘Lumberjack’ was. By talking to
actors and helping the Sheriff find clues
in the bar, participants gained points
logged on their RFID wristbands, which
could be spent in the general store.
Making deals, gambling and finding out
the character’s secrets was the name
of the game. The experience offered
Game of Thrones – Bleed for the
Throne
In addition to the two competing
streaming platforms, we saw the likes of
HBO investing in creating experiences.
To celebrate the final season of Game
of Thrones, and all of the bloodshed
throughout the previous seven, the
network partnered with the American
Red Cross. As part of the show’s global
‘For the Throne’ marketing campaign,
the immersive experience encouraged
audiences to give blood after fully
immersing them in the story. ‘Will you
bleed for the throne?’
The verdict
The power of experience marketing
was certainly evident at this year’s
SXSW. By tapping into experiential,
streaming platforms and networks
have brought their stories to life, using
an immersive approach to increase
customer engagement and raise brand
awareness, all in the name of ultimately
getting viewers to tune in.
Brands in highly competitive markets
can gain a competitive edge by following
in these buzz-building footsteps. EN
26 — April