Created by Boston Experiential Group (BEG) for Warner Bros. Discovery, The Art of Investigation transformed Variety’s True Crime Summit into an immersive brand world designed to engage a new generation of true crime fans.
Warner Bros. Discovery’s Investigation Discovery, the leading 24/7 true crime network known for its original programming, came to life at SXSW 2026 in Austin, Texas, with The Art of Investigation – an immersive brand experience created by BEG, the B2C experiential agency within the emc3 Collective, and launched in partnership with Variety’s True Crime Summit.
Designed to expand brand awareness and connect with a younger generation of true crime audiences, 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.
Set within the Variety True Crime Summit, The Art of Investigation invited guests into a fully immersive walkthrough inspired by the science, psychology and process of solving a case. Blending theatrical production, educational storytelling and hands-on interaction, the experience translated Investigation Discovery’s on-screen world into a live environment that was dramatic, participatory and built to be shared.
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 the environment, Investigation Discovery’s original programming slate was woven into the experience through show posters, visual storytelling and photo-led brand moments, ensuring the network remained front and centre at every stage of the guest journey.
Over the course of just six hours, the activation drew thousands of attendees through the summit, reaching a curated audience of industry insiders, media professionals and dedicated true crime fans. 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. Supported by talent presence throughout the day and amplified through organic social sharing, The Art of Investigation extended well beyond its physical footprint, putting Investigation Discovery in front of audiences both on site and online.
“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 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
As the first activation in BEG’s year-long strategy for the brand, The Art of Investigation established a compelling new model for how Investigation Discovery can move beyond the screen and into live cultural spaces – building momentum, broadening reach and creating deeper connections with the next generation of viewers.
You can read the full case study here: https://emc3collective.com/moments/warner-bros-investigation-discovery-sxsw
Author: Kizzy Allott
Kizzy Allott is Publisher at Event Industry News, where she has been a driving force behind the brand for over a decade. With a deep understanding of the events sector and a passion for storytelling, Kizzy leads the platform’s commercial and content strategy, connecting the industry through news, insights, and meaningful conversations. She is dedicated to championing innovation, amplifying industry voices, and ensuring event professionals stay informed, inspired, and future-focused.
