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.