The Official Watchlist App of ATX TV Festival

The Ask:

Partner with ATX TV Festival 2025 to create a memorable brand moment for Plex. The ATX TV Festival is an annual event in Austin, Texas, that celebrates the television medium by showcasing past, present, and future series through screenings, panels, Q&As, and other events. It aims to bring together both fans and industry professionals to discuss and enjoy all aspects of television. As Plex continues to build brand awareness, participating in this event where dedicated TV fans attend every year was a no brainer. The Approach:

Plex is such a feature-rich app that it can be daunting for a new user to be presented with all the features all at once. For this event we chose to focus on the universal watchlist feature as it's the main differentiator from competitors and easy for new users to understand and see the value. 

This is why we pitched to be The Official Watchlist App of ATX TV Festival And to bring this to life, our campaign concept:

#FeedYourWatchlist

Your Watchlist is always hungry. Your Watchlist can never be satisfied. But you can come close with Plex. Only Plex lets you feed your Watchlist anything, from anywhere. Feed it what you like to watch. Feed it what your friends are watching. And for a special treat, feed it all the stuff you’re gonna preview at ATX TV Fest. Execution:

This sponsorship was consisted of many different components throughout the time of the festival, pre- and post-festival as well. Main moments included: Exclusive Member Events, Late night show sponsorship, Finale brunch sponsorship, pre-roll ads across all sessions, event branding, emails, social posts, and more. The Results:

Thousands of impressions by festival goers and Austin residents. The Plex presence was extremely well received internally within ATX Festival and with fans. So much so that a multitude of fans and festival goers approached our team to congratulate us on the meaningful activations.

Also saw an uptick in new users as well as shows added to watchlist during the festival. My Role:

Creative Direction, Art Direction, Design, in-person activation.

Pre-roll ads

These were shown to the audience before each TV show screening. This was especially relevant as one of the main spotlight panels was Mad Men Revisited featuring Jon Hamm and John Slattery (commemorating the 10th year anniversary of the show).

Late Night Show with Greg Iwinski presented by Plex

First ever live, original Late Night Show hosted at ATX TV Festival, featuring Emmy award-winning writers Greg Iwinski, Jim Fagan, Eli Mandel, and the Late Show Invisible Orchestra. Featured Guests included comedian/actor George Wallace (Clean Slate), writer/producer Beau Willimon (Andor), and the Plex Mouth. Tiff’s Treats cookies provided for attendees, courtesy of Plex.

Bringing to life the Plex Mouth

We worked closely with Custom Inflatables to develop the inflatable mouth and bring it to life in a month!

Exclusive Member Events

Member Q&A with special guest Oscar Núñez from The Office.

Festival Finale Brunch presented by Plex

One last chance to #feedyourwatchlist and win passes for next year's ATX Fest. Plex hosted a packed Festival Finale Brunch for ATX TV Badgeholders: Sunday, June 1 from 11am-1pm at Heydey Social Club. Photo booth with the Plex #FeedYourWatchlist inflatable mouth. Tasty brunch food favorites and mimosas with festival partners: Saint Spritz, WildGins, Goodnight Loving Vodka, and Coca Cola Products (Arca CCSW). Attendees engaged with Plex ambassadors, contributing suggestions to the Official ATX TV Summer Watchlist for a chance to win Plex T-shirts, Season 15 Camp Badges, and other prizes.

Plex on the Spot

As part of our Plex on the Spot social activation, we interviewed celebrities and attendees alike to get their hot takes on the shows screened at the festival and learn more about what's on their summer watchlist.