Event sponsor Scotts Miracle-Gro activated a tent that allowed guests to play games including life-size chess and watch the performances in a lawn-style setting.
Mobile accessory company Mophie returned to SXSW for a second year with its signature St. Bernards, which delivered chargers to attendees with dying phones. This year, as part of Mophie's new partnership with Indian Motorcycle, the dogs traveled on motorcycles from the activation's hub, "Bad to the Bone Bar."
Partnering with marketing agency MKTG, the sports drink took its newest innovation on the road with an interactive brand experience that gave guests the chance to make their own personalized Gatorade by creating a "sports fuel" pod that they could add to water.
First-time festival sponsor Bud Light transformed Brazos Hall into the Bud Light Factory from March 16 to 19. The music showcase featured 33 performances and debuted the brand's new can design. Attendees could win prizes at an interactive touch screen swag wall created by Float Hybrid Entertainment. The swag wall also served as a photo booth by featuring backdrops created by festivals artists, which guests could pose in front of and share their photos as animated GIFs on social media. Mosaic produced and designed the activation alongside Live Nation and Mediacom.
The consumer lawn and garden company showed off its new "smart yard" app Gro at Icenhauser's from March 11 to 13. The event showed guests how the app—which offers instructions on a variety of gardening practices—worked in miniature branded garden displays.
Aloft Hotels and Wired partnered to bring attendees two festival experiences: the Re:charge and RVIP Experience. From March 11 to 16, the lounge on East 6th Street provided festivalgoers with mobile charges, live acoustic performances, and breakfast tacos. At night, guests could hop on a custom hot pink RVIP bus for a karaoke experience on wheels.
An extension of SXSWi's food program, FYI network hosted its first culinary activation at the Driskill Hotel from March 12 to 14. Along with a "Quesoff" competition and a station that gave lessons on Instagramming food, the event featured an edible wall installation. Designed by food typographer Danielle Evans, the wall—which spelled out "Feed Your Imagination"—included local eats from Voodoo Doughnut, Sugar Mama's Bakeshop, and Whole Foods.
