For SXSW 2023, Amazon Prime Video introduced "Prime Texas" - an immersive three-day activation at the iconic Hotel San Jose and the neighboring Austin Motel. Through full property takeovers of each, Prime Texas curated a multitude of consumer touch points featuring 9 specific show-centric experiences, 9 captivating musical performances, 1 guest shop takeover, 2 eye-catching guerrilla activations, 1 coffee shop takeover and keynote speeches.
Prime Texas ingeniously transformed guest rooms into themed environments to support 9 show titles that transported attendees into the worlds of their favorite Prime Video shows. From an interactive digital wall in The Power room to brunch at the Harlem steps to The Summer I Turned Pretty pool to dildos and cocktails in The Boys room, authenticity remained paramount in differentiating Prime Texas from the many, many Experiential activations at SXSW.
Additionally, key partners were integral in enhancing the overall attendee experience. The Prime Cantina, featuring curated food and beverage offerings from brands such as GrubHub, Liquid Death and Lavazza, rounding out the 360-degree immersion ensuring attendees had everything they needed at Prime Texas. The activation showcased Amazon Prime Video's commitment to delivering exceptional entertainment experiences. Leveraging strategic partnerships, Amazon Ads, Amazon Blue Room, Amazon Music, and Amazon collaborated to create impactful activations that resonated with attendees.
The results of Prime, Texas speak for themselves. The activation garnered significant attendance and generated buzz both onsite and across media platforms. Attendees actively participated in the activations, keynote speeches, and musical performances, driving high levels of engagement throughout the event.
Prime Texas exceeded expectations by the numbers:
Total Attendance: 9,005
Total Media Impressions: 11.8MM+
Total Estimated Media Value: $94.5MM+
Liquid Death brought us life all weekend long as the drink our choice within our footprint. Our visitors sampled over 6 product skus and demolished all Liquid Death product before the weekend was over.
A day-to-night experience requires some serious stamina. Enter: Lavazza, the official coffee partner of Prime Texas. Throughout the weekend, we sampled 3 product skus AND 3,933 units to stay caffeinated as to not miss a moment of fun. Our Prime Catina served an array of Texas -inspired eats each day.
Attendees conquered their cravings with over 6,800 meals devoured in partnership Grubhub.
Additional touch points:
- (4) Live Experiences - (9) Musical Entertainment Performances - (9) Collaborative Partner/Sponsor Activations - (2) Additional Amazon Activations - (2) Show Titles Guerilla Media - (326) Local Partners - (21) Local Artists