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When it comes to experiential marketing, there’s one place where brands shine—the not-so-little-anymore brand-a-palooza called South by Southwest. And AMC’s Better Call Saul activation is one of the best, most detail-oriented conceptual executions you’ll find.
On this first weekend of SXSW Interactive, passersby arriving at 122 W. 5th Street (on the corner of 5th and Colorado) will find a peculiar and oddly delightful sight—a full-scale replica of Los Pollos Hermanos. The pop-up version of the infamous chicken chain, known for the super-shady dealings made within its walls on AMC’s Breaking Bad, heralds the upcoming appearance of the chain’s owner, Gus Fring (played by Giancarlo Esposito), in season 3 of the prequel series, Better Call Saul.
Complete with a sign-wielding chicken mascot, the beat-up Suzuki Esteem driven by Jimmy (played by Bob Odenkirk), perfectly detailed signage and building facade, the comically earnest pop-up restaurant’s humble footprint is dwarfed by the Austin skyline.