Roku, Best Buy Partner for SXSW Confab Exhibit March 11-12

Roku is partnering with Best Buy to host its first-ever South by Southwest (SXSW) conference pop-up display, “Roku City featuring the Best Buy Home Theater Experience.” Roku City refers to a screensaver on Roku smart-TV devices and televisions that displays a pink, blue and purple cityscape featuring various movie references.

The activation will be open to the public March 11-12 from 11 a.m. to 6 p.m., local time (CT). The pop-up will be located at the Riley Building at 315 Lavaca Street in Austin.

The multi-story building display aims to bring “Roku City” to life as an interactive experience. During SXSW, attendees will be able to step “inside” the screensaver where they can:

  • stop in at the Roku City Style Shop and choose a new look featuring creative, purple accents;
  • 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; and
  • relax at 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.


The opening of Roku City offers an opportunity to “spark conversations” around the ways brands can activate based on organic feedback from their audiences, while also exploring the continued value of IRL experiences in an increasingly digital-first world, according to Roku.

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“There’s so much more to streaming than shows or movies punctuated by ad breaks,” Damon Van Deusen, VP of global brand and creative for Roku, said in a statement. “We’re excited to invite everyone to step into [that] world for the first time at SXSW.”

“Any opportunity to work with a partner like Best Buy is exciting,” added Julian Mintz, co-head of U.S. brand sales for Roku. “Our brands share a deep passion for entertainment.”

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