Prime, texas at
SXSW
The Challenge
Prime Video produced two activations during SXSW 2023, featuring some of their most loved original series. “Prime, Texas” was a city-like experience that brought nine titles to life, including The Summer I Turned Pretty, The Boys, Harlem and more. In addition to the countless activities the “city” had to offer, Prime Video hosted a one-night-only VIP Daisy Jones & The Six party at Prime, Texas’ main stage with performances from GROUPLOVE and Joseph. Just down the street, Prime Video’s Swarm activation transformed the lobby of The Austin Motel into a retro gas station and mini-mart, similar to the one in the series.
The Brand Agency was tasked with securing press attendees and coverage around Prime Video’s presence at SXSW this year, ultimately bringing awareness to these immersive experiences and drawing in consumers throughout the weekend.
data-driven results
OVER 13 BILLION MEDIA IMPRESSIONS & $106.5 MILLION IN ESTIMATED MEDIA VALUE
Our team utilized our rolodex of contacts at entertainment and marketing outlets, as well as regional online, print and broadcast to attend and cover the activations. Both “Prime, Texas” and “Swarm” resulted in a great turnout that produced a steady stream of organic coverage during one of the busiest entertainment events of the year. Additionally, we targeted music outlets to attend the "Daisy Jones & The Six" VIP party and secured an interview with WWD and GROUPLOVE.
Due to The Brand Agency’s efforts, our team was able to secure coverage in top tier outlets such as Variety, Collider, WWD, Adweek, Forbes and IndieWire, as well as local outlets including Eater Austin, Austin Monthly and CBS Austin.
The Brand Agency also secured 71 attendees for Swarm’s press preview hour and over 95 attendees for the Prime, Texas press preview event. Additionally, we secured 99 press RSVPs for Saturday night's VIP Daisy Jones & The Six event.
