Good Omens @ SXSW — Hailey Brown

WATCH WITH SOUND

Awards

Best Marketing Campaign 2019 - BizBash Event Style Awards
Best Festival Activation 2020 - EventMarketer EX Awards Gold Winner

The Story

In celebration of the highly anticipated premiere of Good Omens, Amazon Prime Video looked to us to bring the series to South by Southwest 2019 (SXSW) with The Garden of Earthly Delights, a 20,000 square foot immersive space inspired by show’s modern interpretation of heaven and hell.

The garden took inspiration from the show’s main characters, an angel and a demon who team up to stop the apocalypse in order to prolong their time on earth. For four days our space brought their favorite “earthly pleasures” to life for SXSW attendees, offering them an oasis amidst the bustle of the festival and a Garden of Eden vibe that stood in contrast to traditional brand activations.

The Garden was divided into a heaven and a hell side, and featured a 25-foot hand-carved tree that served beer and wine, a main stage with hourly performances/programming, a Hellhound Puppy Pen with adoptable puppies from a local Austin animal center, heavenly and hellish treats from local Austin eateries, actors roaming through the space interacting with attendees, and two in-world installations/photo areas for super fans - a replica of demon Crowley’s infamous 1926 Bentley as well as angel Aziraphale’s pop-up bookshop.

Along with the robust daily programming, the Garden played host to two media partner parties, BuzzFeed and Entertainment Weekly, featuring special appearances by Jon Hamm, Michael Sheen, David Tennant, author Neil Gaiman and performances by Questlove, Dan Deacon and Almost Queen.

We handled the experience in a turnkey fashion, managing the design, fabrication, and operations of the Garden, as well as talent recruitment/management, PR and partnerships with 10+ brands including smartwater, Twitch and Austin Beerworks.

The experience was heralded as “the strongest brand activation at SXSW,” earning 147 media placements including Good Morning America, CNBC, and AdWeek.

Favorite Headlines

Is This Heaven? No, It’s an Amazon Prime Activation at SXSW - Adweek
Amazon Prime Video’s And BuzzFeed “Good Omens” Launch Party Made Us All Say “Hell Yaaaaaas” - Buzzfeed
Good Omens brings the End Times to SXSW - Yahoo!