Netflix Wants You to Hunt for Bonnie and Clyde in Its Immersive SXSW Activation

The Highwaymen will premiere at the festival

Woody Harrelson and Kevin Costner star in The Highwaymen. Netflix
Headshot of Kristina Monllos

Netflix is taking the hunt for Bonnie and Clyde to South by Southwest. On March 9, 11 and 12, in partnership with strategic experiential shop Collide, the streaming service will host an immersive pop-up activation that will attempt to transport attendees back to the 1930s.

The activation, which will take over Austin’s Banger’s Basement at 81.5 Rainey Street, is a promotion for Netflix’s new John Lee Hancock film, The Highwaymen. The film will premiere at the festival on March 10 and will be available on Netflix on March 29. It stars Kevin Costner and Woody Harrelson and tells the story of the Texas Rangers who caught the infamous Bonnie and Clyde.

Much like activations that will be at the festival from competitors HBO and Amazon, the immersive pop-up will feature actors who will be in character. Attendees will not only get a “period-appropriate name,” but also an RFID bracelet that “unlocks experiences within the space,” according to a statement.

Once inside, guests can take a photo with a “wanted” sign, gamble and play games that will earn points that can be redeemed at the “General Store” for “premium, custom swag including denim jackets, hats, watches, flasks, patches, pins, and bandanas.” Guests are encouraged to interact with the various activities as much as they can to earn more points for more swag. 

Musical acts will play at the house each night, though the company has yet to reveal who will perform.

Netflix will also promote The Highwaymen through a partnership with Bunkhouse Hospitality Group. Guests of Hotel Saint Cecilia and Hotel San Jose will have the opportunity to drink custom cocktails and head to the activation in a vintage car. 

SXSW festivalgoers looking to attend the activation can RSVP here.


@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
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