Amazon Prime Video brings the Garden of Earthly Delights to SXSW

What is it?

Go big or go home is no doubt the philosophy behind many of this year’s activation campaigns. One such example is Amazon Prime Video’s SXSW festival event, which promoted its new show Good Omens. Over 10,000 festival-goers visited the Garden of Earthly Delights, complete with celebrity appearances (including Jon Hamm, who stars in the series), photo opportunities, bizarre characters (from the show) and of course food & drinks.

Why do we love it?

Music festivals and the like are experiential marketing central. With so many brands activating at the same time, the wow-factor is key to standing out and leaving an impression. One way to do so is to create a captivating, large-scale experience that is genuinely fun for the festival audience - an event so great that they forget it is a marketing campaign! Amazon did this exceptionally well at SXSW.