The South by Southwest festival once again took place in Austin, Texas, running from March 9 through 18. What started in 1987 as a scrappy gathering of alternative music acts has since grown into a massive, three-part showcase with music, film, and interactive components. While still known for bringing together indie arbiters of taste in each of these three fields, SXSW also attracts many of the country's biggest brands, all eager to catch the eyes and ears of the 25,000 tastemakers present. Here are some of the most interesting brand events and activations seen at this year's festival, including VH1, Warby Parker, Chevrolet, and AT&T.
Virgin Mobile Live House
Photo: Courtesy of Virgin Mobile
Nokia Lab at SXSW
Photo: Kelly Knapp
The 'Fader' Fort Presented by Converse at SXSW
Photo: Courtesy of Fader
The 'Fader' Fort Presented by Converse at SXSW
Photo: Courtesy of Fader
Warby Parker's "Citizen's Circus" at SXSW
Photo: Ruvi Leider Photography
Warby Parker's "Citizen's Circus" at SXSW
Photo: Ruvan Wijesooriya
Warby Parker's "Citizen's Circus" at SXSW
Photo: Ruvi Leider Photography
Warby Parker "Citizen's Circus" at SXSW
Photo: Ruvi Leider Photography
Warby Parker "Citizen's Circus" at SXSW
Photo: Ruvi Leider Photography
Eat, Drink, Be Human With Skype, at SXSW
Photo: Kelly Knapp
Eat, Drink, Be Human With Skype, at SXSW
Photo: Kelly Knapp
Virgin Mobile Live House at SXSW
Photo: Courtesy of Virgin Mobile
Syncapse Social Club at SXSW
Photo: Kelly Knapp
VH1 RockDocs Party at SXSW
Photo: NickyDigital.com
The Warner Sound at SXSW
Photo: Chris Phelps
Dortitos Jacked Stage at SXSW
Photo: Erich Schlegel/AP Images for Doritos
Red Bull Thre3Style Celebration at SXSW
Photo: Garth Milan for Red Bull Content Pool
Red Bull Thre3Style Celebration at SXSW
Photo: Garth Milan for Red Bull Content Pool
Green Label Sound at SXSW
Photo: Matthew Reeves
Motorola Café at SXSW
Photo: Courtesy of Motorola
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
Photo: Eric Voake
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
Photo: Caleb Bryant Miller
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
Photo: Eric Voake
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
Photo: Eric Voake
Interactive + Film Fusion Party Hosted by Meebo at SXSW
Photo: Kelly Knapp
Chevrolet's "Catch a Chevy" Promotion at SXSW
Photo: Elisa Ferrari
Chevrolet Sound Garage at SXSW
Photo: Courtesy of GM
IFC Crossroads House at SXSW
Photo: Courtesy of IFC
Fast Company Grill Presented by Lincoln at SXSW
Photo: Caleb Bryant Miller
Fast Company Grill Presented by Lincoln at SXSW
Photo: Caleb Bryant Miller
Bazaarvoice Party at SXSW
Photo: Kelly Knapp
Bazaarvoice Party at SXSW
Photo: Kelly Knapp
AT&T Mobile App Hackathon at SXSW
Photo: Courtesy of AT&T
Perez Hilton's "One Night in Austin" Party at SXSW
Photo: Eric Voake
Perez Hilton's "One Night in Austin" Party at SXSW
Photo: Eric Voake