Here’s something that we don’t see often; a popular virtual reality add-on will be entering the real world. Roku, the TV streaming platform will bring its iconic Roku City screensaver that is viewed by more than 60 million households in North America to life with an interactive, multi-level activation partnered with Best Buy, at the SXSW conference in Austin Texas next month.
According to internal Roku data, two in three Roku users would take a trip to the Roku City screen saver if offered. Twitter data shows that a mention of “Roku City” appears once every 12 minutes on the social media platform. However, the purple-hued metropolis has only ever existed as a virtual destination—until now. Roku along with Best Buy will bring the screen saver to life with a two-day activation at SXSW.
“There’s so much more to streaming than shows or movies punctuated by ad breaks,” said Damon Van Deusen, Vice President of Global Brand and Creative for Roku. “Our customers and partners love Roku City because it’s an invitation to a better TV experience. We’re excited to invite everyone to step into the world for the first time at SXSW.”
The pop-up will feature a Best Buy Home Theater Experience, a rooftop diner destination, a style shop, and hidden Hollywood references throughout the Roku cityscape. The Roku City screensaver was introduced in 2017 to streamers as an urban utopia, where aliens don’t invade, they visit; volcanoes don’t erupt, they bubble; and monsters don’t destroy buildings, they rearrange them. The surreal experience draws from the imaginations of social media fans who love to celebrate movies and TV alongside Roku.
Visitors will be able to:
Stop in at the Roku City Style Shop and choose a new look featuring creative, purple accents perfect for their journey to a new world.
Reserve a booth at the Roku City Rooftop Diner via OpenTable and find movie and TV references hidden within the diner’s pop-up menu.
Visit the Best Buy Home Theater Experience to check out the latest Roku devices available at Best Buy and new Roku Originals and entertainment on The Roku Channel.
Stroll under the trees of the Roku City Park to monster-watch and sip Roku City’s finest coffee.
“Any opportunity to work with a partner like Best Buy is exciting, but our team is over the moon to partner on this incredible SXSW activation,” said Julian Mintz, Co-Head of U.S. Brand Sales for Roku. “Our brands share a customer-first approach and a deep passion for entertainment. We can’t wait for everyone to see what we’ve created together.”
“Roku City featuring the Best Buy Home Theater Experience” will be open to the public on March 11-12 from 11:00 AM – 6:00 PM, local time. The pop-up will be located at the Riley Building at 315 Lavaca Street, Austin, Texas.