Amazon Studio's head of marketing talks about why experiential marketing is a huge focus for its shows, and teases its plans to market the highly-anticipated 'Lord of the Rings' series

Business Insider caught up with Michael Benson, head of marketing at Amazon Studios, at SXSW this week.

He also teased Amazon's plans for its highly-anticipated"Lord of the Rings" series, calling it"one of the biggest investments we'll make in marketing." One way it has gotten buzz is through experiential activations, such as the 9,000-square-foot immersive experience"Garden of Earthly Delights" that it set up at SXSW this week for its upcoming show"Good Omens" starring Michael Sheen and David Tennant.

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