SXSW is one of the worlds most important events of the year because it brings different industries together to meet, learn and share ideas. Every year thousands of companies share their products/services through creative marketing initiatives and one that stands out is the ‘Good Omens’ event. Amazon Prime Video launched an activation marketing campaign for their show called ‘Good Omens’ in 2019 SXSW with CSM LeadDog marketing agency leading this initiative. The show was based on a book written by Neil Gaiman from which they took the idea of creating a secret garden called “The Garden of Earthly Delights.” In this garden they had good and evil aspects from the book, sections with quotes from the book and sceneries of the show on site. They had what was called the “Hellhound Puppy Pen” with dogs from the Austin Animal Center who were up for adoption and were all adopted that day. They had costumed entertainers around the entire site, a recreation of a tree from the book with apples with written prophecies and a recreation of a bookstore from the show where people could take pictures. They also did something very innovative with the tree and it was that it contained beer and wine taps in its trunk so bartenders could serve beer/drinks for attendees as well. Not only did they have live music and food but they also had a section where people could even get their nails done. A compilation of all these factors made this event a truly unique one and one of SXSW’s most successful events.
This event in particular is a great example of a brand activation. In this particular event Amazon Video was endorsing this show. I personally think they did an tremendous job truly embracing the characteristics of this show into the event. Not only did they create a lasting impression but they were able to influence customers to advocate for the brand. I was personally intrigued by the dog adoption initiative as I think it drives people’s attention to a good cause in an innovative way. I do wonder how the marketing team is keeping the brand visible, relevant and reflective of that event to provide consistency to its viewers.
Here is a video of the event: