DMZ

HBO Max developed a strategy to promote its original limited series “DMZ,” set in Manhattan during a civil war — taking the activation to Austin, Texas during SXSW.

More than 1,700 people RSVP’d to the invite-only, New York City subway station-themed event, which celebrated art, music and community. Upon arriving, attendees walked through a classic subway station entrance (graffiti and all) that led to a venue where they could enjoy live performances, from sets by DJ Premier and DJ Orange Calderon, to a spoken word performance by Lemon Andersen.

There was also vibrant street art by NYC-based artist TOOFLY to check out, and, for the braver souls, an opportunity to get inked on-site by tattoo artist Karina Figueroa. Premium merch from retailer TIER rounded out the touchpoints.