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HBO's SXSWestworld, 1

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market United States
Agency Hbo
Production Giant Spoon New York
Released February 2018


Lions Communication 2018
Outdoor Lions Ambient > Immersive Experiences Gold Lion

Credits & Description

Brand HBO
HBO New York, USA Entrant Company
GIANT SPOON New York, USA Idea Creation
MYCOTO California, USA Additional Company
GLASS EYE London , UNITED KINGDOM Additional Company
Chris Spadaccini HBO EVP, Consumer Marketing
Zach Enterlin HBO EVP Program Marketing
Sono Mitchell HBO VP, Program Marketing & Marketing Strategy
Steven Cardwell HBO Director, Program Marketing & Marketing Strategy
Mark Doumet HBO Manager, Program Marketing, Program Marketing & Marketing Strategy
Theo Battaglia HBO Coordinator, Program Marketing & Marketing Strategy
Chris Willard HBO Director, Corporate Affairs
Emily Giannusa HBO Director, Digital & Social Media
Tanner Stransky HBO Director, Digital Content
Dolly Meckler HBO Associate Manager, Digital & Social Media
Katie Lucas HBO Senior Editor, Digital Content
Charlie Weber HBO Coordinator, Digital & Social Media
Trevor Guthrie Giant Spoon Co-founder
Jon Haber Giant Spoon Co-founder
Marc Simons Giant Spoon Co-founder
Adam Wiese Giant Spoon Director, Strategy
Patrick Jong Giant Spoon Director, Experiential
David Jacobsen Giant Spoon Senior Producer
Josh Yeston Giant Spoon Associate Creative Director
Allister Hercus Giant Spoon Senior Strategist
Justin McCoy Giant Spoon Experiential Producer
Elysha Beckerman Giant Spoon Senior Social Strategist
Annie Chen Giant Spoon Experiential Designer
Jordan Pennino Giant Spoon Strategist
Ignacio Linares Giant Spoon Designer
Will Morel Giant Spoon Senior Integrated Content Producer
Jonathan Nolan Kilter Films Show Creator
Lisa Joy Kilter Films Show Creator
Noreen O’Toole Kilter Films Producer
Halle Phillips Kilter Films Producer
Brief Explanation
Westworld is a luxury theme park where guests go to live out their wildest fantasies. So, we replicated that experience by recreating Westworld at a secret location during South by Southwest (SXSW). Our promotional campaign promoted the event not as an HBO activation but as an immersive, real-life trip to Westworld. Guests booked reservations at and completed a personality assessment to determine their character archetypes before visiting the park.
After a thirty minute drive from downtown Austin on luxury buses, guests were free to explore over 90,000 square feet of space and interact with the artificially intelligent hosts played by over 60 actors. A 444-page script drove the narrative of SXSWestworld and brought the park to life. No two guests had identical experiences. Fans scoured the park for hidden season two clues, while guests provided social media reach at a global scale.