Cutting through the noise at South by Southwest can be a challenge for brands trying to make a splash at the conference. But TNT literally made waves on West Fourth Street and Congress Avenue in downtown Austin, Texas, to promote Season 2 of its show Animal Kingdom. The pop-up activation transported attendees to the show’s Cody Beach, complete with a giant FlowRider ultimate surf simulator, surf lounge, custom sneaker art bar, live street art, beer garden and a Mighty Cone food truck.
“Traditional media is still part of our plan, but we know that a 30-second promo comes and goes,” Telmo Tabuas, vp of marketing at TNT told Adweek, “and an experience like this, if it’s successful, it stays with the consumers because they’re really experiencing it and connecting with the brand.”
Take a look at the video above and watch the wave shredding in Austin.
Animal Kingdom returns to TNT with Season 2 on Tuesday, May 30 at 9 p.m.