SXSW

Nokia set up an unusual structure to house three nights of performances during the festival's Interactive portion. High Beam Events and SmartFusion built the inflatable tri-dome with 360-degree projections of custom branded content. During the music portion of SXSW, Nokia created a V.I.P. lounge inside the Fader Fort.

As with previous years, Fader staked out a spot for its temporary venue known as the Fader Fort. The 2012 iteration saw footwear company Converse sign on as lead sponsor for the four-day showcase, which presented new and emerging artists among a variety of sponsor activations March 14 through 17.

In addition to activities and free goodies inside, including custom T-shirts, pizza from Brooklyn-based eatery Roberta's, and a V.I.P. lounge hosted by Southwest Airlines, the Fader Fort also offered a live stream of its on-site performances via music television network Fuse.

As part of Warby Parker's three-day activation, which started on March 12, acrobats, aerialists, and vaudeville-style performers entertained on stage.

Following a recent promotion in Miami during Art Basel and a holiday pop-up in New York, hipster eyewear company Warby Parker hit Austin with an experiential stunt dubbed the "Citizen's Circus." On the grounds of the French Legation Museum, the online retailer recreated a 1920s-style carnival where festival-goers could take in music, entertainment, and shop for glasses inside a candy-striped yurt.

There were, naturally, musical performances from bands including Shearwater, Haim (pictured), the Bleeding Knees Club, and Father John Misty.

Exhibits set up around the circus grounds all played into the theme, such as Ruvan Wijesooriya’s exhibition of music-centric photos.

Southern singer Nikki Lane sold a curated collection of vintage clothing and accessories from a trailer set up within the Warby Parker compound.

For its effort on March 12, Skype worked with High Beam Events to build an outdoor stage with a huge viewing platform in a parking lot at Trinity and East 7th Streets.

The performances were broadcast live over Skype, while three screens at the top of the stage displayed people around the world interacting with the music being performed.

The Virgin Mobile Live House returned to SXSW for a third year, presenting band performances in a house-party-like atmosphere. The promotional platform for mobile phone service provider took over a space on East 8th Street in the Texas city between March 9 and 11, and March 14 and 17.

Performances inside the Live House's courtyard were live-streamed on Facebook, while the latest Virgin Mobile handset technology was showcased inside the venue.

Social marketing firm Syncapse turned retail space Gallery D into a clean lounge where industry leaders spoke to participants of SXSW Interactive March 10 through 12.

On March 14, the cable music channel promoted its movie series with two film screenings and a party at the W Hotel Austin, where Napster co-founders Sean Parker and Shawn Fanning, subjects of VH1's upcoming Downloaded: The Digital Revolution, mingled with musicians like Billy Corgan.

Nikon and Warner Music Group teamed up to capitalize on both the music and film portions of the festival to launch the entertainment company's YouTube channel, the Warner Sound. In Austin, the showcase dubbed "The Warner Sound Captured by Nikon" kicked off on March 13, providing guests with three days and nights of live music as well as digital photography and film workshops.

To draw attention to its latest tortilla chip flavor, the Frito Lay-owned brand hosted performances at what it called the "Jacked Stage" March 16 and 17. Artists including Snoop Dogg performed on a platform built beneath a structure that was designed to look like a giant Doritos vending machine.

No stranger to hosting high-energy music events, Red Bull brought its Thre3Style event back to SXSW on March 18. Much like its previous concerts, including the 2010 Soundclash event in Washington, the beverage brand built an outdoor stage. Located at East 8th and Trinity Streets, the showcase included a DJ battle and live performances.

In addition to DJs Z-Trip and Hedspin spinning tunes, the 8,000-person party included a performance from Erykah Badu.

At Club DeVille on March 16, Mountain Dew promoted its Green Label Sound digital record label with performances inside a tent washed in green lighting. An activation with Instagram encouraged attendees to tag their photos with the hashtag #GLSSXSW and then see them projected throughout the show.

Motorola Mobility turned downtown Austin's Moonshine Bar & Grill in to a restaurant and lounge March 15 through 17. The space invited attendees to take advantage of free Wi-Fi, test their knowledge of music trivia, and hit a photo booth where they could snap shots of themselves in '90s-style gear.

Hard Rock Hotels, which launched the new music program for its properties with a New York event in December, created a three-day activation inside downtown Austin's Cedar Door Bar & Grill. The promotional venture was held March 15 through 17 and produced by BMF Media.

Similar to the interactive event in New York, the Florida-based company set up different sections within its lounge to showcase the different amenities, including an area for "tracks," the program that provides hotel guests with preset playlists.

An array of amenities filled the space, including an on-site tattoo parlor (pictured), a shave lounge courtesy of New Amsterdam Spirits, and a gifting lounge with Soul by Ludacris headphones, Motel clothing, and other goodies.

Music Choice and SWRV TV hosted performances by musicians like Penguin Prison, the Knocks, and Idle Warship on a dedicated stage at the Hard Rock Hotel lounge.

In a nod to the multimedia nature of the festival, social networking platform Meebo held an event at Six Lounge on March 13. A video graffiti wall allowed guests to use infrared technology to make digital art that was printed out as party favors.

Chevrolet promoted their newest car models with a simple concept: offering free rides around downtown Austin to registered festival attendees. The complimentary promotion hit the streets March 10 through 14, and March 15 through 17.

Chevy also sponsored a four-day showcase known as the Sound Garage, which housed Secret Walls, a live street-art battle. The Garage took over a space at East 6th Street March 14 through 17.

March 12 through 16, the cable channel set up shop at Vice Bar and offered sneak peaks and live previews of its upcoming original series, interspersed with musical performances from emerging bands.

The business mag and carmaker partnered to present a lounge inside the Cedar Door restaurant. The event produced by BMF Media March 10 through 13, included daily interactive activities from a variety of sponsors.

Inside the lounge, 3M's “innovation conversation” allowed users to take a photo and post it to a virtual augmented-reality wall.

Social analytics platform Bazaarvoice held an event at Lustre Pearl bar on March 12 that included a special table where guests could control the movement of balls by using a smartphone app.

Elswhere at the party, a (clean) portable bathroom was turned into a photo booth.

AT&T gathered coders for an event at the Austin Convention Center March 9 and 10, testing their creative skills and inviting attendees to compete for a pot of $46,000 in prize money.

Blogger Perez Hilton returned to SXSW for the fifth installment of his "One Night in Austin" concert and party. The event, which took place at Austin Music Hall on March 17, included performances by Timbaland, Cris Cab, and DJ Feelgud.

As part of his bash, Hilton present a check to the VH1 Save the Music Foundation. This year, 100 percent of the proceeds from ticket sales to "One Night in Austin" were donated to the charity organization.