To Celebrate the Revival of Roseanne, ABC Recreated the Conners’ Living Room at SXSW

Activation by MKG puts you in the show

ABC promoted the Roseanne revival at SXSW. Video: John Tejada, Editor: Breana Mallamaci
Headshot of Kristina Monllos

If you’ve been in downtown Austin, Texas, this weekend, and especially if you’ve been near South by Southwest, you might have heard a loud, hearty laugh coming from a pedicab. That laugh belongs to Roseanne Barr and became iconic when it was used in the credits of her ABC show, Roseanne, which the network revived and is set to debut on March 27.

To promote the revival, ABC created its first-full scale fan activation, with help from creative shop MKG, at SXSW this weekend.

“Every conversation we had about a Roseanne reboot led to two important icons: the couch and [Roseanne’s] laugh,” explained Rebecca Daugherty, evp of ABC Marketing, ABC Entertainment and ABC Studios. “Once we agreed on those two set pieces the ideas came very quickly and grew. We wanted to give America the chance to experience all the magic of Roseanne anywhere and everywhere, one loose meat sandwich at a time.”

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.