Annie Chen Associate Director, Experiential Design


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 DiscoverWestworld . com 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.

Date created: August 2018 2018-08-01T00:00:00+0100
Date published: 24 September 2018 2018-09-24T01:12:43+0100


  • HBOClient
  • Adam WieseDirector, Strategy
  • Allister HercusSenior Strategist
  • Charlie WeberCoordinator, Digital & Social Media
  • Chris SpadacciniEVP, Consumer Marketing
  • Chris WillardDirector, Corporate Affairs
  • David JacobsenSenior Producer
  • Dolly MecklerAssociate Manager, Digital & Social Media
  • Elysha BeckermanSenior Social Strategist
  • Emily GiannusaDirector, Digital & Social Media
  • Giant SpoonCo-founder
  • Ignacio LinaresDesigner
  • Jon HaberCo-founder
  • Josh YestonAssociate Creative Director
  • Katie LucasSenior Editor, Digital Content
  • Marc SimonsCo-founder
  • Mark DoumetManager, Program Marketing, Program Marketing &
  • Patrick JongDirector, Experiential
  • Sono MitchellVP, Program Marketing & Marketing Strategy
  • Theo BattagliaCoordinator, Program Marketing & Marketing Strat
  • Trevor GuthrieCo-founder
  • Will MorelSenior Integrated Content Producer
  • Zach EnterlinEVP Program Marketing
  • * Cannes Lions Winners 2018
  • * Justin McCoyExperiential Producer
  • * Steven CardwellDirector, Program Marketing & Marketing Strategy
  • * Jordan PenninoStrategist
  • * Tanner StranskyDirector, Digital Content
  • * Annie ChenExperiential Designer

HBO's Sxswestworld