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Showtime Cleverly Markets New Show ‘Roadies’ Within SXSW App

Showtime is sponsoring the official SXSW app for the fourth year in a row and, this time, the app has exclusive content tied to its new Cameron Crowe series, Roadies. While waiting in line for events, SXSW attendees can now also play an addictive, casual game tied to the show’s premise surrounding a group of music roadies.

“Each year we have taken an approach that was different than simply running program promotion banners across the app,” Brian Swarth, Showtime’s senior vice president and group director of digital media, told The Drum.  “This year, we are promoting our new series Roadies across all Showtime tactics at SXSW. We have built a Roadies-themed casual game for the app where users will ‘Shut the Truck Up’, by loading up a truck with gear from a band on tour. There are multiple levels to the game, with a chance to win prizes each day of the festival. The trailer for the show is also available in the game. We partnered with the agency Potion on the design and build of the game.”