Roku City

Client: Roku

At SXSW 2023, we created “Roku City”, a hyper-immersive experience, bringing the iconic digital Roku screensaver to life for the first time. The city is mentioned once every 12 minutes on Twitter, and 2 out of 3 fans expressed their willingness to visit it if given the chance. We transformed the Riley Building in Austin into a 3-story traveling journey, leading guests through a series of purple-washed worlds filled with quirky immersive characters and global actors, surprising twists, purple treats, interactive fun, and, of course, lots of hidden, TV-inspired Easter eggs for fans. Each space was thoughtfully curated to facilitate deep interactions, encouraging guests to explore, interact, and contribute to the narrative of Roku City.

The campaign successfully reinforced brand loyalty, raised awareness, and generated buzz among visitors by offering a sensory-rich journey that allowed them to step into the Roku universe. With a Net Promoter Score (NPS) of 90+ and exceeding the maximum attendance goal of 1,000 visitors in just two days, along with reaching over 10,000 social impressions, it also garnered extensive media coverage from top-tier outlets including Adweek, BizBash, The New York Times, Forbes and MySanAntonio. The exclusive VIP dining experience at the Roku Diner sold out within 90 minutes via OpenTable, highlighting the allure of the campaign's offerings. Roku City's immersive nature made it a resounding success, transforming passive spectators into active participants and capturing their hearts with unforgettable and immersive storytelling, solidifying Roku's position as a leader in the streaming industry.