The challenge

Warner Bros. Discovery’s Investigation Discovery set out to expand its reach beyond traditional broadcast and connect with a younger, culturally engaged true crime audience. While the network is a leader in 24/7 true crime programming, the challenge was translating its on-screen storytelling into a live, physical experience that could resonate in a crowded cultural moment like SXSW. 

The challenge wasn’t audience appetite for content, but awareness of the channel itself. While Investigation Discovery’s programming was performing strongly on HBO, the brand needed to drive wider recognition of ID as a 24/7 true crime network in its own right.

The solution

BEG developed The Art of Investigation, an immersive experience launched in partnership with Variety’s True Crime Summit at SXSW, Austin 2026. The activation marked the first public expression of a broader tentpole lifestyle event strategy developed by BEG for Investigation Discovery. With its strong alignment to the network’s evolving growth ambitions and culturally engaged consumers, SXSW provided the ideal launch platform.

Designed to turn passive viewing into active participation, the experience brought the science and process of solving a case into a live environment. Guests moved through a series of forensic-inspired spaces and interactive moments, including CCTV-style entry footage, digital crime clock screens, a decomposition display, fingerprinting and ballistics labs, a suspect and timeline board, an interrogation room, and a red room photo opportunity designed for social capture. 

The journey concluded at an evidence locker, where attendees received branded merchandise, extending the experience beyond the space itself. Throughout, Investigation Discovery’s programming was integrated into the environment, ensuring the content remained central at every stage.

The result

Delivered over a six-hour window, The Art of Investigation drew thousands of attendees, engaging a highly relevant mix of media, industry professionals and dedicated true crime fans. BEG’s approach created a high level of dwell time and interaction on-site, while moments designed for social capture drove organic amplification beyond SXSW itself. Talent presence throughout the day further extended reach and added cultural credibility. 

The activation delivered 608K impressions, 7.5K engagements, 410K video views and 600+ giveaway entries, demonstrating strong audience interest both on-site and beyond SXSW itself.

As the first activation within a wider strategic roadmap, the experience successfully demonstrated how Investigation Discovery can translate its content into live environments, creating more participatory, shareable and culturally connected brand moments.

Client Testimonial

“Bringing true crime to new audiences is at the heart of everything we do at Investigation Discovery, and Variety’s inaugural True Crime Summit at SXSW perfectly embodied that mission. Our immersive activation, brought to life through an incredible partnership with Boston Experiential Group (BEG), was a perfect collaboration that delivered exactly what we envisioned – an experience that pulled audiences deeper into the world of true crime. SXSW attendees didn’t only discover ID; they gained a greater understanding of the science, dedication, and perseverance that go into solving crimes and delivering justice for victims and their families by immersing fully in the content.”

– Whitney Portman, Director Of Brand Marketing at Warner Bros. Discovery

The challenge

For the third year running, BEG supported Panacea Collective on the production of TribFest — a three-day, multi-venue civic event that brings together thousands of attendees and some of the most influential voices in politics, media, and public policy. BEG was tasked with managing a highly complex, city-wide footprint with rapid session turnovers, high-profile speakers, and intricate sponsor requirements. With an increased presence of VIPs and elected officials, safety and security were paramount, requiring extensive coordination with federal, state, and local agencies — all while maintaining a seamless attendee experience across multiple venues.

The solution

BEG supported on the full production and operational delivery of the festival, overseeing every detail from planning through execution. This included comprehensive venue management and AV across 20+ locations, the design and delivery of sponsor activations for more than 20 partners, and the implementation of centralized branding, wayfinding, and check-in systems, TribFest 2025 marked the festival’s most ambitious and dynamic year to date. BEG also provided end-to-end speaker and backstage support, alongside staffing, logistics, and city-wide operational management to ensure consistency and control at scale.

The result

TribFest 2025 welcomed thousands of attendees and ran smoothly across all venues, achieving the highest level of sponsor and audience engagement in the festival’s history. Praised as one of the safest and most seamless editions to date, the event further reinforced BEG’s reputation as a trusted partner for delivering large-scale, politically sensitive, high-complexity live events.

The challenge

In the lead-up to Magnolia’s 2025 Silobration and the launch of two new Magnolia Network series premiering December 2025, Warner Bros. Discovery tasked BEG with delivering a large-scale holiday activation in just weeks. The challenge was to transform a vast open-air footprint into a structurally sound, high-capacity branded environment that felt elevated, unmistakably Magnolia, and resilient against unpredictable Texas fall weather,  all while integrating seamlessly into the wider festival experience.

The solution

BEG partnered with Magnolia Network to concept, design, and produce a 117-foot custom après-ski lodge in the heart of Waco. From architecture and fabrication through to scenic detailing and on-site management, BEG delivered the project end-to-end. The immersive lodge featured handcrafted wood finishes, custom signage, interactive ornament-making stations, a gingerbread-inspired bar, and layered textures with warm lighting, reimagining a cozy winter retreat through Magnolia’s signature design lens.

The result

Over 30,000 guests experienced the activation throughout the three-day festival, making it one of Silobration’s most photographed and talked-about installations. The project successfully drove awareness and excitement for the December series premieres while reinforcing BEG’s ability to deliver large-scale, brand-immersive environments that marry storytelling, design, and flawless execution.

The challenge

With only weeks to bring an entirely new concept to life, BEG was tasked with designing and delivering Sp5der’s first-ever Sweet Tooth Rodeo within a non-traditional venue. The brief required the creation of a fully functional rodeo alongside an immersive brand experience, while coordinating multiple partners, vendors, and creative stakeholders under an accelerated timeline.

The solution

BEG led the project end-to-end, overseeing everything from a three-day build through to the single-night show – a celebration of streetwear fashion blending with black cowboy culture. The team constructed custom saloon-style merchandise booths, coordinated food and beverage vendors, and produced the Bill Pickett Invitational Rodeo performance itself. Custom sponsor bars and cocktails, dramatic lighting, and layered scenic design transformed the space into a bold fusion of fashion, music, and cultural storytelling.

The result

The Sweet Tooth Rodeo attracted more than 3,000 guests, including influencers, media, and key cultural figures. Despite the compressed schedule and challenging site conditions, the event delivered a seamless, high-energy experience that earned outstanding feedback from Sp5der’s creative team and reinforced BEG’s ability to execute complex, high-impact cultural moments.

The challenge

Athletic Brewing faced the task of standing out in a crowded music festival environment dominated by alcohol brands. With attendance topping 240,000+ across major festivals like Bonnaroo and Outside Lands, the challenge was twofold: break through the noise to attract curious festivalgoers, and shift perceptions by positioning non-alcoholic beer as a relevant, exciting choice in a culture often centered around drinking. The activation needed to balance high-volume sampling with genuine storytelling, ensuring that interactions felt authentic and left lasting impressions rather than fleeting sips.

The solution

Our solution to Athletic Brewing’s music festival RFP was a brand-forward, immersive activation centered on sampling, education, and engagement. The footprint is designed to draw festivalgoers in with approachable, eye-catching brand elements, then create meaningful interactions through knowledgeable staff, product tastings, and storytelling about Athletic’s mission and brews. Every element—from layout to materials—was crafted to maximize visibility, encourage dwell time, and foster genuine connections that turn curious samplers into brand advocates.

The result

The activation delivered standout results, driving high-volume sampling, meaningful consumer interactions, and strong brand recall. Across festivals, over 22,000 samples were distributed, with engaged conversations deepening consumer understanding of Athletic Brewing’s non-alcoholic offerings. The approachable, well-branded footprint generated steady traffic throughout event days, creating shareable moments that extended reach beyond the grounds and building lasting connections that position Athletic as the go-to non-alcoholic beer choice for music festival audiences.