CAMPAIGN: ACL LIVE 50th Anniversary Cube
CLIENT: Austin PBS
AGENCY: Red Velvet
Austin City Limits 50th Anniversary Activation by RED VELVET
BACKGROUND
Austin City Limits (ACL) is more than a music television show: it’s a cultural touchstone that has amplified diverse voices and built community through public media for over 50 years. Produced by Austin PBS, ACL has helped define the American music landscape while remaining accessible to the public.
In a time when public media faces increasing scrutiny, the 50th anniversary is not just a celebration, but a chance to spotlight why institutions like Austin PBS still matter today.
STRATEGY
This activation aimed to be more than a retrospective. RED VELVET designed an immersive experience that captured ACL’s energy while reinforcing Austin PBS’s role in its continued success. The goal was to commemorate five decades of performances in a format that encouraged discovery, nostalgia, and participation.
To extend its reach, the activation was built to be mobile, traveling across Central Texas throughout the year. Fans weren’t just invited to look back; they became part of the show’s evolving story.
IDEA & EXECUTION
At the center of the concept was a custom-built cube that debuted at ACL Festival, transforming the VIP lounge into an immersive tribute to ACL’s legacy. Vintage TVs played iconic performances from the past five decades, and a piece of the original ACL stage created a physical link to the show’s roots.
A photo booth let attendees actively participate – they captured their own ACL-inspired moment and digital keepsake, while a live music trivia game tested their knowledge of legendary performers.
After its debut, the cube became a traveling installation. Throughout 2024, it appeared at major cultural events across Central Texas, including SXSW’s Annual Bloody Mary Morning, the Red Poppy Festival in Georgetown, the ACL Hall of Fame, and the ACL 50th Celebration & Community Day at The Long Center featuring Willie Nelson and friends. At each stop, brand ambassadors welcomed visitors, shared behind-the-scenes stories, and guided guests through the experience.
IMPACT & KPIs
The Austin PBS Cube delivered impressive results, drawing over 6,000 participants and generating nearly 10,000 on-site views across all activations. Even with rainy weather at the 2024 Red Poppy Festival, engagement held strong with more than 1,800 attendees and 3,000 views, proving the activation’s wide appeal.
The companion website, aclturns50.com, launched in March 2024, attracted over 94,000 visits, nearly 80,000 unique visitors, and more than 114,000 pageviews, demonstrating high digital interest alongside live activations.
Social reach extended further with over 1,750 organic shares, while on-site Brand Ambassadors reported enthusiastic guest participation, frequent return visits, and strong engagement with giveaways. As the longest-running music series on public television, ACL’s story resonated deeply. This effort was so much more than a 50th anniversary tribute. As debates over public media funding intensify, this activation reminds audiences what’s at stake. ACL isn’t just a show; it’s a public good. This campaign helped thousands across Texas see and feel that truth firsthand.
FACT: 114,000 pageviews
TESTIMONIAL
What sets RED VELVET apart is their ability to stay nimble in the face of evolving partnerships. No matter the challenge, they rose to the occasion—always responsive, always steady, and always committed to delivering a seamless experience.
—Carolyn Connolly, Chief Marketing Officer, Austin PBS & Austin City Limits
RED VELVET is an independent, full-service experiential agency specializing in consistently strategic, highly collaborative, and creative events. Learn more:
