Earlier this week, BizBash chatted with Baptiste Boulard, CEO of Swapcard, the virtual event platform being utilized for this year's SXSW Online 2021 event, which kicked off on Tuesday and takes place through Saturday. Boulard gave us a sneak preview of what to expect, from livestreamed sessions and virtual exhibitions to live Q&As, networking opportunities and more. (In case you missed it, play catch up here.)
Though the innovation and creativity surrounding this year's tech-savvy virtual event will surely be one for the books, the inspiring in-person activations SXSW has become known for will be missed. From brands like Uber, Lululemon, Bud Light and Bumble, to name a few, keep scrolling for 12 steal-worthy experiential marketing ideas spotted at SXSW over the years.
Amazon Prime Video's 'Good Omens' Promotion
To promote Amazon Prime’s Good Omens in 2019, experiential marketing agency CSM LeadDog depicted a secret garden with good and evil aspects from author Neil Gaiman’s source material. In addition to costumed entertainers, there were apples with written prophecies, a re-creation of the show's bookstore with a photo op, the Hellhound Puppy Pen with adoptable dogs from the Austin Animal Center (all were adopted by the end of the activation) and manicures with Butter London nail polish. Pictured here, a giant centerpiece tree contained beer and wine taps in its trunk.
Photo: Courtesy of Amazon Prime Video
Luluemon's Sweatlife House
Activewear company Lululemon offered a space for respite during the festival for its first major SXSW presence in 2019, with nods to healthy lifestyles around its Embody digital experiences. A standalone dome held digitally enhanced meditation sessions as well as multisensory yoga classes, and attendees could try VR experiences. For giveaways, attendees were encouraged to use the Twitter vending machine for Lululemon-branded socks and water bottles. Catering emphasized Austin brands, from Juice Society to acai bowls from Blenders and Bowls.
Photo: Courtesy of Luleumon
Comcast NBCUniversal House
Also at SXSW 2019, there was the Project Runway video op where participants could film their own runway segments, produced by Civic Entertainment Group and designed by OM Digital. People were also able to film a video of themselves sitting at the desk of Michael Scott from the television show The Office and adopt dogs in the Clear the Shelters Puppy Lounge. There was also a daily interactive mural from hobby site Bluprint, designed by artist Amy Tangerine. See more: SXSW 2019: Creative Brand Engagement Ideas from Amazon Prime, Uber Eats, Lululemon, and More
Photo: Daniel Boczarski/Getty Images for Comcast NBCUniversal
Uber’s Ride and Dine
In 2018, the rideshare company hosted dinners in a double-decker bus for riders with local chef Nic Yanes to celebrate the release of its new Uber Visa credit card. Experiential marketing agency Manifold helped produce the event.
Photo: Courtesy of Uber
Bumble’s Empowering Connections
Bumble embraced a larger presence at SXSW 2018 with its massive activation with three sections replicating the mobile app’s services. The dating section featured a mini-golf setup for five-minute dates. Bumble experts were on hand giving profile advice for any version of the app. Users could also take professional photographs for their profiles. There was also a shop offering inspirational books and shirts for sale, as well as free healthy snacks and drinks. See more: SXSW 2018: Creative Brand Activations From Bumble, HBO, Gatorade, and More
Photo: Vivien Killilea/Getty Images for Bumble
TNT's 'Animal Kingdom'
By far the biggest spectacle during the 2017 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.
Photo: Jonathan Leibson/Getty Images for TNT
One Night With Casper
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. 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. See more: SXSW 2017: 32 Ways Brands Engaged Festival Attendees
Photo: Alison Naro
Gatorade Fuel Lab
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.
Photo: Jackie Lee
Bud Light Factory
In 2016, then-first-time festival sponsor Bud Light transformed Brazos Hall into the Bud Light Factory for four days. 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 festival 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. See more: SXSW 2016: What You Missed at This Year's Festival
Photo: Rick Kern/Getty Images for Bud Light
Fader Fort Presented by Converse’s Customization Studio
In 2015, Fader Fort hosted local Austin artists to create unique custom designs for guests wearing Converse shoes during the music portion of the festival. The Fort also handed out 100 pairs of sneakers to random attendees. See more: SXSW 2015: 26 Ways Brands Engaged Festival Attendees
Photo: Nadia Chaudhury
xoJane.com's Shameless Selfies
At SXSW 2014, event production agency MKG brightened up a dark room using neon masking tape and ultraviolet lighting, creating an edgy, Pop Art-inspired look for the party for online magazine xoJane.com. 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. See more: 19 Smart Design Ideas From SXSW 2014
Photo: Nadia Chaudhury
USA Network's 'Graceland' Promotion
In 2013, USA Network used a new "video paint" technology to promote its original drama series Graceland. For two nights, attendees were invited to a pop-up location in downtown Austin's busy bar strip, where they could use a digital paint-brush roller to project Graceland images on the walls of buildings. See more: SXSW Highlights: Inventive Brand Promotions From 'Filter,' Beats by Dre, Warner Brothers, and More
Photo: Courtesy of USA Network
