This year's South by Southwest tech, music, and film festival had a calmer feel than previous years, with the absence of big-scale events such as Spotify House, Hype Hotel, and Samsung. Nevertheless, there were plenty of marketers, brands, and sponsors vying to attract the attention of festivalgoers over the span of the 10-day festival, which ran from March 10 to 19 in Austin, Texas. Activations, interactive events, and parties spotlighted never-before-seen technology, music, food, and more.
From Fader Fort’s downsized festival and TNT’s giant wave pool to National Geographic’s robotic chalkboard art and Pandora’s sponsor punch cards, here's a look at how brands stood out in the crowd.
By far the biggest spectacle during the festival was the giant wave pool in the middle of downtown Austin, erected by TNT and Civic Entertainment Group along with FlowRider. Participants were able to don wet suits, step onto a surfboard, and try their hands at riding a wave. The rest of the Southern California beach-inspired space included a beach bar, live graffiti wall, and sneaker bar.
Artists set up in a shipping container created customized Vans sneakers hand-painted with motifs from the California-set show.
YouTube’s setup at the Coppertank Events Center, which included an exclusive performance by Solange, was live streamed to those outside the venue through screens on the facade of the building.
Visa took over the Brew & View to bring its Everywhere Lounge back to Austin. The site served as a programming hub for the company, which hosted a concert, payment demos, and other activities.
Vice set up the Viceland Bus, which served as a stationary lounge for those looking for somewhere to drink, hang out, and take in the view from the rooftop deck. The publication also gave away prism glasses, rolling trays, and watches.
Twitter hosted several events from its outpost at Bar 96, which was meant to act as the social-media website in real life: stirring conversations about news, movies, music, food, technology, and more. The lounge hosted a #SheInspiresMe women-only brunch which featured framed inspirational tweets and custom sweatshirts with guests’ Twitter handles, a casino-theme party for Warner Brothers' film The House, a live stream of the NCAA men’s basketball selection show, and a viewing party for The Bachelor.
Sony spotlighted several of its projects, including many still in development with its Future Lab Program, to the public with its venue at Trinity Warehouse. It also demonstrated a virtual-reality music video through Playstation with the Chainsmokers. Guests could record their “wow experience” on a massive plywood wall.
Produced and managed by Civic Entertainment Group, the activation took over Vulcan Gas Company, complete with a rebranding of the facade. Attendees were able to try out Microsoft Hololens, a cordless augmented-reality headset while experiencing the visualizations of Albert Einstein’s theories.
Using symbols, equations, and words from Albert Einstein, a robotic chalkboard artist would draw portraits of guests that were sent via Twitter using a specific handle and hashtag. Guests were notified via Twitter just before their sketch began.
The event included a celebration of Albert Einstein’s 138th birthday, which included a dessert display that included a candy portrait of the scientist, Smarties and Nerds candies, and mini pies with crust cut-outs of the Pi symbol on top.
Mashable House, which moved to a new location at the Main, had a theme and programming around the concept of superfans. Activities included live Twitter shows hosted by Sesame Street's Cookie Monster, disco tunnels, a secret bar accessed through the company’s Snapchat, and a photo opportunity to recreate Beyoncé’s iconic pregnancy announcement.
TBS popped up with a marketplace for its show Search Party, which featured local vendors including BookPeople, Esby, and Will Leather Goods, as well as free food from Franklin Barbecue, Fresa’s Chicken al Carbon, and others.
Fader Fort, the music publication's annual music showcase scaled back this year, moving its invite-only event in a smaller venue. The event, which is not affiliated with SXSW, announced the musical lineups for each day in the mornings. Toyota was a big presence this year, with activations produced by Anthemic Agency that centered on adventure. First, the car company set up a live car-painting with local artist David “Meggs” Hooke at the wristband pick-up in the Fair Market.
At the main venue, Volcom Gardens, Toyota, and Anthemic Agency set up an infinity photo booth in the back of the Rav4 car. In keeping with the adventure theme, guests were also able to create customized travel pouches with patches, as well as enamel pins.
To promote the dystopian Hulu series The Handmaid’s Tale, 30 actresses dressed as the handmaid silently moved throughout Austin using choreographed movements. Their only interaction with the public was to hand out temporary tattoos of the words Nolite the bastardes carborundorum, a reference from the show to resistance to the government. LeadDog Marketing Group produced the stunt.
Comedy Central’s annual Kegs and Eggs event featured a paint-by-the-numbers mural for Broad City, where guests could color in blank sections of the painting. Other activations including a dunking booth, several photo opportunities, and spray-painted temporary tattoos.
CNN changed its concept from last year’s CNN Grill to this year’s CNN Bungalow on Rainey Street, with programming from the network’s journalists, pop-up parties, and panels. The entrance was marked with a grassy hedge and red doors, as if it were a home, and a moss-filled logo decor piece in the backyard.
Those attending music website Pitchfork’s music-day parties could take advantage of Fox’s Why Him? luxury restroom trailer, produced by Rubik Marketing, which featured an electronic smart toilet with bidets, heated seats, and air deodorizers.
Casper teamed up with the Austin Motel to offer Refresh Rooms, where guests could book 45-minute slots in one of the hotel’s rooms for some relaxation. Each room included showers and toiletries, and guests could even request tuck-in time with milk and cookies from someone playing a mother. Among the details was a xylophone with sheet music to “Twinkle Twinkle Little Star.”
The mattress company used its products as seating throughout the motel, as well as inflatable versions in the pool. It also hosted a last-minute “Stranded in Austin” party for those who were stuck in the city after flights were canceled due to the blizzard in the Northeast.
As the official beer sponsor of SXSW, Bud Light was everywhere during the festival. Live Nation produced the jam session party held with The Roots and special guest singers. The space at 800 Congress was designed to feel like a rec room with wood paneling covered in old license plates, beads, trophies, and more. The beer company also created commemorative SXSW edition cans and bottles designed by local artist Nate Duval.
Bud Light hosted a daily “friendly hour” at its lounge in the Austin Convention Center with beers, phone-charging stations, and more. The decor included on-theme decals on bathroom mirrors.
In a domed tent, Pandora showcased its new Music Genome Project with interactive experiences for guests. In addition to its concert lineup, the music-streaming service offered a punch card that guests could use to collect free gifts from sponsors.
Tumblr took a more serious tone for this year’s SXSW, teaming up with Planned Parenthood with panels and a rally party highlighting community activism, with speakers and music. Stickers and pins with the event hashtag were handed out to guests.
The children’s television network hosted kid-friendly premieres of new cartoons at the Long Center for the Performing Arts, which featured costumed characters and giant balloon figures.
StubHub’s Live Sound Stage, produced by Collide, featured an eBay lounge, which was fashioned with furniture and goods from the website.
Amazon transformed Market into the World War II-era Resistance Radio Network Headquarters, produced with NVE: The Experience Agency. During the evenings, the bar was transformed into events that celebrated programming on Amazon Prime Video, with matching decor. An area called the General Store offered customized swag like flasks for the show Long Strange Trip.
Guests were given chip-activated wristbands with which they were able to access different points of the event space through questions. They also activated the swag stations in the General Store.
The cable network promoted upcoming shows including the reboot of Twin Peaks. With production from Collide, the network recreated a stall in the image of the show’s iconic diner, which gave away themed sweets created by Voodoo Doughnuts, along with cans of High Brew Coffee and cherry pies from Tiny Pies. Twin Peaks star Kyle MacLachlan also made appearances.
Vacation rental company HomeAway gave away free Austin stays during the festival, including a four-night stint at its downtown headquarters' birdhouse, which was designed and furnished by West Elm, featuring mattresses from Casper.
In anticipation of the return of AMC’s Breaking Bad spin-off show Better Call Saul, the network created a pop-up restaurant in the vein of fictitious fried chicken chain Los Pollos Hermanos, in the middle of a parking lot in downtown Austin. The space worked as a restaurant, with booths, tables, and a counter, which dished out free curly fries, cups of water, and dipping sauces. The feathered mascot paraded around the event, which also had the title character’s beat-up car.
M&Ms parent company Mars took over coffee shop and comedy club for a movie theater-inspired space, with film reels and a free open candy bar. The company partnered with local pastry chefs who created free desserts using the candy, from grilled cheese sandwiches to brownies.
