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A dual activation for a delicious global brand


A dual activation for a delicious global brand

Each year, South by Southwest (SXSW) attracts some of the most influential minds on the planet.  The multi-day event offers three separate festivals (Music, Film & Interactive), conferences, trade show exhibits and parties that draw over 70,000 people to Austin, Texas during mid-March.  There isn’t a hotel room to be found.

For brands, SXSW offers the chance to participate in an event crowded with visionaries where films premiere, technology is unveiled, and new artists perform.  In 2014, Subway wanted a multi-site brand activation at SXSW where the global franchise could serve up their newest menu item, the Flatizza... both literally and digitally.

Working in partnership with High Beam Events, 360i and Jack Morton Worldwide, Solomon Group created a pair activations for Subway at SXSW.

“Eatovations” was an interactive environment inside of The Neal Kocurek Memorial Austin Convention Center, where Subway displayed several prototype products to explore how the brand might evolve in the future.  A highlight of the booth was an opportunity for visitors to interact with a digital Flatizza through “neurogaming.” 

Solomon Group designed, fabricated and installed Subway’s booth, which included A/V, integrated scenic lighting and custom graphics.  We also built several interactive, custom-branded prototypes which included high-tech wearables and product packaging.

“SX Subway Square” was an outdoor activation located just outside of the convention center.  Solomon Group provided a custom stage area which hosted a number of appearances, including the cast of the film “Neighbors” starring Zac Efron and Seth Rogen.  Our team also provided an LED display, audio, truss entryways and custom graphics.

What We did

  • Scenic Design + Custom Fabrication
  • Integrated Scenic Lighting
  • Audio
  • Video Displays
  • Large-Format Digital Graphics
  • Installation