With so many brands vying for the attention of busy festivalgoers at this year's South by Southwest, marketers had to do more than simply host an event to make an impression. At the party for online magazine xoJane, event production agency MKG brightened up a dark room using neon masking tape and ultraviolet lighting, creating an edgy, Pop-Art-inspired look. Upstairs, guests were encouraged to take selfies with mirrors; images were printed by the Bosco to add onto the Shameless Selfie wall and were projected in the main room.
For another "give and get" experience, a trained remote-control pilot from Horizon Hobby loaded a "pastry drone" with a tray of sweets from the French Pasty School and West Town Bakery. He launched the drone from the second floor of the space, and patrons waited below.
At the mid-February benefit in Hollywood, Florida, tables were draped in sequined tablecloths—and the centerpieces quite literally sparkled. Sparklers from Sparktacular Inc. were placed in flower arrangements and triggered remotely by event staffers at a certain point in the evening's program. Xquisite Events designed the centerpieces.
