SXSW 2023: Prime Video Gets Us Ready for Donald Glover’s ‘Swarm’ With a Unique Immersive Experience

If you’ve followed us on social media during SXSW in previous years you know Downright Creepy not only loves the movies, but also the unique activation experiences we get to have on the ground at the festival. Naturally this year was no exception and Amazon Prime is getting us buzzing with a pop up themed convenience store for their new limited series Swarm.

SXSW Swarm Donald Glover

From Janine Nabers and Donald Glover, Swarm follows Dre (Dominique Fishback), a young woman whose obsession with a pop star takes a dark turn. Viewers will be able to catch Swarm starting March 17th Prime Video, but those lucky enough to attend SXSW were able to get a peek into the world with this immersive experience at The Austin Motel.

@downrightcreepy The Swarm activation took place over the weekend, where Prime Video transformed the lobby of The Austin Motel into a retro gas station and mini-mart, similar to the one in the series. Upon entry, guests received fake money to purchase their favorite snacks and refreshments off the shelves and stocked refrigerators, as well as received custom, screen-printed t-shirts and branded bucket hats. The mini-mart had all of Dre’s favorite junk food snacks and drinks with Swarm-branded souvenir cups will be available for guests to snag. Original music was heard throughout the activation that will be heard in the series. Swarm will premiere on Prime Video on March 17. #sxsw #swarm #sxsw2023 #activation ♬ original sound – downrightcreepy

The Downright Creepy crew checked out the pop-up activation we were able to step in the world of Swarm with Dre’s getaway car photo moment complete with blood-stained seats, a wrapped dead body, and the ominous buzz of bees overhead. Upon entering the fluorescent lit and air-conditioned mini-mart, we received custom cash to purchase snacks and refreshments off the shelves and stocked refrigerators, as well as exclusive, screen-printed t-shirts. I was able to get my hands on a shareable size package of Starburst as well as taking away some souvenir “blood” I accidentally brushed up against somewhere in the carnage covered convenience store! We also go to watch never-before-seen clips of the series on the surveillance monitors.

SXSW Swarm Donald Glover
Credit: Prime Video

This unique experience has us all pretty excited for the premier of Swarm! While you’re here check out the trailer below and let us know what you think! Swarm will premiere on Prime Video on March 17.

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