Who needs brick and mortar? E!, the NBCUniversal Cable entertainment channel, came up with a program for South by Southwest in Austin, Texas, that allowed it to have a strong presence at the festival, and also conduct celebrity interviews in a super efficient fashion. The solution was a vintage 1968 Airstream Safari trailer, restored and gutted of her original interior components and then retrofitted to become a studio platform.
All interviewees, like Seth Rogen or Jimmy Kimmel, to name a few, had to do was walk out of their trailers and hop up into the awaiting Airstream, whose side folded up to reveal a stylish set with modern furniture and even a little cocktail bar. E! News Correspondents Jesse Giddings and Marc Malkin took it from there with a camera crew filming and broadcasting the programs.
The trailer’s original shower, stove and carpeting were replaced with hardwood flooring, paint and a track system to secure cargo, as well as LED lighting. One whole side of the body of the vehicle was cut off and crafted with a hinged gullwing so that it could swing upward and be tucked in for interviews and then shut for transport. The brand encouraged SXSW attendees to come by the trailer’s location by sending out information on its whereabouts across social media platforms, and take photos with the Airstream and also come “on set” to take and post photos. Consumers walked away with E! branded swag.
“We have long supported SXSW and each year E! News’ presence and coverage has grown,” says Noelia Murphy-Devaney, senior segment producer at E! News. “As with other festivals, we are always looking for unique opportunities for the E! brand to be displayed prominently as well as provide an accessible interview location.” Agency: VOX Productions, Manhattan Beach, CA. Graphics, Interior Design: In-house.