Why Audible Hosted a Three-course Hot Dog Dinner for Fans at SXSW

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Audible’s dining experience was inspired by an annual hot dog eating contest that takes place in its original podcast, Summer in Argyle.

Audible Inc. online audiobook and podcast service teased its newest Audible Originals Summer in Argyle murder comedy podcast series at SXSW with a three-course hot dog-themed dinner for fans hosted by the series’ co-creators and co-writers, Nate Odenkirk (of The New Yorker) and his father, comedy writer, producer, actor and director Bob Odenkirk. Inspired by the show’s murder mystery that takes place during an annual hot dog eating contest in Argyle, OH, the dinner offered fans and the press a chance to meet Bob and Nate, enjoy live jazz music and network.

The event, a component of the brand’s programming March 11-13, took place at the local Banger’s Sausage House and Beer Garden, which was transformed to look like one of the show’s popular small-town destinations, the Department of Motor Vehicles. Greeting consumers at the door was a 20-foot-tall statue of Bob as his character in the series.

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To generate even more buzz and awareness for Summer in Argyle, Audible brand ambassadors traveled around Austin with a branded hot dog cart serving complimentary hot dogs with sides of promo cards to introduce fans to the podcast and drive listenership.

Festival-goers could also attend the brand’s official SXSW panel, which offered content on creating comedy for audio. The Odenkirks took the stage with Zola Mashariki, head of Audible studios, to discuss how the platform is engaging audiences and “pushing boundaries” in storytelling. Another featured speaker conversation, “Fishpriest with Ethan Hawke,” brought the Academy Award-nominated actor face to face with Treefort Media founder and ceo Kelly Garner to discuss the upcoming Audible Originals scripted crime drama series, “Fishpriest,” produced by Garner’s media company.

“We use collaborations to strengthen Audible’s reputation as the home for premium audio storytelling,” says Katja Lindemann, director of brand activations and sponsorships at Audible. “By participating in consumer- and creator-facing tentpole moments such as SXSW, we can get in front of customers who’ll likely love the content.” Agency: Civic Entertainment Group.

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The activation extended to the streets of Austin, where brand ambassadors wheeled around with a branded hot dog cart.

Photo Credit: Rick Kern/Getty Images for Audible

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