Roku City Comes to Life to Highlight Expanded Best Buy Partnership at First SXSW Pop-Up

The brand leans into the whimsy of its famed screensaver in major activation

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When Roku decided to head to SXSW for the first time, it didn’t just bring a small team—it created an entire purple-drenched city occupied by friendly monsters. And it all started with one well-known screensaver.

For March 11-12, the streaming platform invited festivalgoers inside Roku City, an immersive look into the vibrant cityscape known by Roku users. The interactive, multilevel pop-up allowed visitors to stroll through elements of the popular metropolis as giant robots walked about the town (from the safety of a projection screen, naturally).



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