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

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

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).

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in