AUSTIN—South by Southwest, Austin's massive 10-day festival and conference, came back in person this year after being canceled in 2020 and hosting a virtual event in 2021.
In certain ways, the festival was different. There were new COVID vaccination and testing rules—attendees had to show proof of either vaccination or negative COVID-19 tests through the mobile app CLEAR, and those who went the test route had to retest again in seven days to maintain their credentials—along with new indoor masking requirements for certain areas of the festival. Many individual events and activations required proof of vaccination or negative test results again to enter, while branded hand sanitizer and masks remained popular giveaways.
And for those who didn’t want to attend in person, many panels, films and concerts were available virtually through television apps or the event website. Organizers partnered with technology platform Grip for the virtual components; Grip’s AI-powered matchmaking and networking platform helped attendees discover new exhibitors, products and sponsors via interactive floorplans, one-on-one virtual or in-person meetings, and more.
Another new addition to SXSW in 2022 was in line with current event industry trends: a big emphasis on blockchains, nonfungible tokens (NFTs) and cryptocurrency. The festival even debuted a whole blockchain track, with major sponsor Blockchain Creative Labs.
Activation-wise, many of the usual big-name brands like Netflix, Uber Eats, Fader, Starz and others decided against hosting larger activations or events. But the brands that did show up—including Peacock, Samsung, Porsche and Slack—vied for attention via NFT giveaways, fun photo ops, high-profile concerts and plenty of freebies.
Scroll down for a look at how brands stood out at SXSW 2022.
Slack's Digital HQ Experience
Communication software company Slack created a real-life version of its product with an outdoor lounge during SXSW.
Photo: Lisa Hause Photography
The interactive Digital HQube explored aspects of Slack, while a lounge with inflatable furniture, a bakery truck and a profile picture photo op engaged guests.
Photo: Lisa Hause Photography
The Samsung x Billboard Galaxy House
SXSW’s smartphone and tablet sponsor Samsung teamed up with brand experience agency NVE and music publication Billboard for a multipart SXSW activation. The main base, the Samsung Galaxy x Billboard House, featured several interactive elements, like the Shoot in the Stars space, which showcased the night camera.
Photo: Kirby Gladstein Photography
Another area, called Peaks of Performance, showcased Samsung's products with photo moments to demonstrate the camera capabilities of its newest phone. The electronics brand also hosted a popsicle stand, which roamed at times or was parked outside of the convention center and offered frozen pops, device display and a photo op to guests. The brands also presented the outdoor stage at the new Moody Amphitheater at Waterloo Park with performances by Kygo, Shawn Mendes and Sebastián Yatra.
Photo: Kirby Glastein Photography
The Peacock Playground
NBCUniversal’s new-to-SXSW streaming service Peacock made its experiential debut with a collection of interactive scenes inspired by several of its hit television shows. For Girls5Eva, for example, attendees recorded and starred in their own music video. In another area, people could try to win a basketball during a timed shooting exercise for Bel-Air.
Photo: Zach Hetrick for Peacock
There was a pick-a-side seesaw for Joe v. Carole. Civic Entertainment Group handled production for the Peacock activation.
Photo: Zach Hetrick for Peacock
The Trip: An 'Atlanta' Cafe
As a nod to the third season of Atlanta, FX’s SXSW activation took the form of a psychedelic Amsterdam cafe where surreal lighting and Nag Champa-scented smoke were triggered at 4:20 p.m. each day.
Photo: Courtesy of FX
Attendees were given cards with hidden codes to receive specific pieces of swag from the bar, including posters and totes. Also on deck were coffee drinks from Georgia-based company Dope Coffee and stroopwafels. BMF handled production.
Photo: Courtesy of FX
Blockchain Creative Labs Activations and Events
As one of SXSW’s major and first blockchain sponsors, Fox Entertainment’s NFT studio Blockchain Creative Labs showcased NFTs, blockchain and web3 through its space. Along with panels, happy hours, and concert and DJ performances, attendees were able to listen and buy song NFTs at the BCL_RecordBlocks station.
Photo: Courtesy of Blockchain Creative Labs
The company also created proof-of-attendance protocols for several SXSW venues, allowing users to remember where they went. SXSW artists were able to create NFTs of their work, and filmmakers created premiere posters for their films available for purchase through the SXSW x BCL NFT marketplace. Likewise, there was the SXSW x BCL NFT Ledger, a video installation room that showcased SXSW data being created on the blockchain in real time, which will result in its own NFT being produced at the end of the festival. Blockchain Creative Labs worked with Whatever.co on its SXSW presence.
Photo: Courtesy of Blockchain Creative Labs
Blockchain Creative Labs also partnered with Dolly Parton to create web3 experience WelcometotheDollyverse.com (designed by Eluvio) where people can buy exclusive NFTs from the performer, including her new album Run, Rose Run. To celebrate this experience, along with her new novel, the country music legend participated in a panel discussion with her co-author James Patterson moderated by Connie Britton; she also performed at SXSW for the first time ever. The event was livestreamed through the website, and attendees were able to get a free NFT and people watching online will receive tokens. The first 300 attendees who purchased the Batfan NFT (SXSW’s official NFT mascot and a nod to Austin’s bat colony) got priority access to the show.
Photo: Frank Micelotta
Prime Video’s 'Superheroes & Superstars' Theme Park
Amazon’s streaming service Prime Video created a choose-your-own-adventure superhero theme park based on two of its shows with two entrances: one for The Boys and the other for Lizzo’s Watch Out for the Big Grrls.
Photo: Scott Clark Photography
The Boys's portion was named VoughtLand and featured a burger stand, a bar and a carousel.
Photo: Scott Clark Photography
Lizzo’s half included a tunnel with positive affirmations written on the walls and spoken through speakers, a nail and hair salon, a bar in the shape of a giant juice box and free swag. Prime Video’s marketing, events and promotions team worked with Live Nation, AGENC and CatAlina Productions.
Photo: Scott Clark Photography
Works in Progress: Powered by Patreon
Membership platform Patreon's SXSW theme was "works in progress,” a nod to the nature of its creators’ in-progress endeavors. There was red-and-white scaffolding at the entrance, and the stage was decorated with red-and-white scaffolding boxes with information about the performers and artists.
Photo: Courtesy of Patreon
The Patreon activation also featured the Manifest Dress, designed by artist Gunnar Deatherage, where people were encouraged to write their manifestations directly on the sculpture. Elsewhere, the activation showcased its own creators, from musicians to chefs. Patreon worked with Imprint Projects on the activation.
Photo: Nadia Chaudhury
Twitter House
Social media site Twitter returned to SXSW with its usual invite-only activation with panels. New this year was its Twitter Spaces booths, where hosts broadcast live from phone booths onto the site’s live audio space. Guests on-site were able to listen through headphones placed throughout the venue. BeCore handled production.
Photo: Courtesy of Twitter
Cheetos’ Hands-Free House
As part of Cheetos’ new commercial, guests of the chip brand’s SXSW activation—which was produced by VTProDesign—were walked through a demonstration space where everything was hands free. Using Amazon Alexa voice command, guests could play a movie, make Cheetos-covered mozzarella sticks and more.
Photo: Drew Anthony Smith/AP Images for Frito-Lay North America
As another interactive element, guests received free bags of Cheetos through drawing on a digital mural wall. The event concluded, naturally, with a dance party in Chester the Cheetah’s den.
Photo: Drew Anthony Smith/AP Images for Frito-Lay North America
'Halo' the Series Drone Show
To celebrate the upcoming Paramount+ series Halo, the streaming service hosted an attention-grabbing drone show in the Austin night skies for two evenings during the festival. More than 400 flying drones depicted characters from the show in action, ending with a giant QR code that leads to the trailer. Giant Spoon was the agency behind the stunt, while Sky Elements provided the drones and Drone Dudes handled content capture.
Photo: Courtesy of Paramount+
Block/Space, Presented by Tezos
Blockchain network Tezos hosted an activation showcase of various brands, businesses and creators making use of the system. People were able to use a 3D body scanner from BlueVishnu to create their own NFT digital avatars through NFT Yourself into the Metaverse. NFT footwear brand Flex offered digital sneakers that people could try on digitally before deciding to purchase for the metaverse. Digital entertainment company InterPop hosted a comic book store showcasing NFT comic books, where readers can weigh in on what happens in storylines.
Photo: Chris Hershman / Blokhaus
In another space, Pantone showcased the color of 2022—peri—through NFT art by artist Polygon1993. Attendees were able to access NFT giveaways too. Tezos worked with Huge Inc. on the activation.
Photo: Chris Hershman / Blokhaus
Porsche Unseen
As a SXSW sponsor, this was luxury car company Porsche's first time at the festival. For its activation, the brand decided to draw attention by letting attendees peek behind the curtains. The space showcased concept cars that were never seen before, but that led to the development of existing types.
Photo: Courtesy of Porsche
The space itself was meant to feel like a giant desk, with oversized writing tools that served as seating, a big smartphone screen for videos and a giant cookie box serving as the snacks and drinks station. For evening musical performances, artists—appropriately—played unreleased songs. Amsterdam Berlin handled the activation’s architecture, design and concept, while Czarnowski handled production.
Photo: Courtesy of Porsche
Audible's Summer in Argyle
Audio storytelling company Audible drew inspiration from small-town Ohio for its new show Summer in Argyle, which takes place in the Buckeye State, and recreated the scene during an event at SXSW that was produced by Civic Entertainment Group. The bar was set up to mimic a DMV office, complete with a photo opportunity with a large driver’s license, plus a lost-and-found area, and the entrance included a giant cut-out of a show character. There were roaming hot dog carts, as well as a hot dog-themed lunch with show creators Bob Odenkirk (of Better Call Saul fame) and Nate Odenkirk, Bob’s son.
Photo: Rick Kern/Getty Images for Audible
The EXPERIENCE by Dell Technologies
Computer software company Dell Technologies allowed attendees to engage with their desires with an activation produced by Lacy Maxwell Experiential. People were encouraged to make buttons to express themselves through images, spell out how they want to transform lives through a giant lightbox board or record a 30-second pitch to potentially win a spot in the company’s competition.
Photo: Courtesy of Dell Technologies
House Zero by ICON
ICON, a 3D printing company, debuted its new 3D-printed show home during SXSW via an immersive experience co-produced with Name Events. Attendees were able to tour the home, which featured architecture by Lake Flato and a 3D-printed wall system made out of lavacrete. The space also hosted several parties during the festival.
Photo: Casey Dunn
Collide on Rainey: Dillon T. Pickle's Austin Throwdown, Presented by SunDaze
Canned cocktail company SunDaze's one-day music showcase—produced by Culture COLLiDE—featured Portland Pickles mascot, Dillon T. Pickle, parading around the space.
Photo: Cam Hunter for COLLiDE Agency
Collide on Rainey Street: Dr. Martens Presents Music Showcase
Also produced by Culture COLLiDE, shoe company Dr. Martens’ three-day music showcase included free tattoos, an interactive mural and a gallery of Dr. Martens designed by local artists.
Photo: Cam Hunter for COLLiDE Agency
Collide on Rainey: Global Street Farm, Presented by International Fresh Produce Association
The International Fresh Produce Association teamed up with Culture COLLiDE and local grocery chain H-E-B to create floral crowns and floral braids for attendees. Floral bouquets also lined the music stand, and there was an open-to-the-public floral bouquet stand for passersby. Food and cocktails made use of produce, plus there was a roaming tomato cart.
Photo: Cam Hunter for COLLiDE Agency
Wisdome's Mini Theme Park
Los Angeles immersive dome park Wisdome popped up in Austin for SXSW with its own mini theme park, with live concerts, films, parties and sound baths. During a portion of SXSW, the space hosted metaverse ecosystem FLUF World, with rabbit character NFTs displayed within the domes, as well as a concert with Dillon Francis.
Photo: Nadia Chaudhury
Volkswagen's Microbus
As part of its festival sponsorship, car company Volkswagen showed off a new electronic microbus—called ID. Buzz—during SXSW. The car drove and parked around various locations in Austin, and attendees were able to check out the vehicle themselves.
Photo: Nadia Chaudhury
Spatial Holodeck
Audio simulation platform Spatial created an immersive sound activation with the help of fabrication company Pink Sparrow. The result was a space with five different audio experiences featuring realistic soundscapes. The activation also included a 360-degree theater with video and sound.
Photo: Roger Ho
Meow Wolf's Activation
Rounding out Spatial and Pink Sparrow’s activation was a project with avant-garde immersive arts and entertainment company Meow Wolf for SXSW. The installation featured smaller-scale vignettes reminiscent of the company’s large-scale projects, rounded out with accompanying sounds. At the end of the visit, guests were encouraged to write out postcards detailing their lost ideas and mail them to their intended collaborators.
Photo: Nadia Chaudhury
'Rolling Stone’s SXSW Activations
Music magazine Rolling Stone hosted three activations throughout SXSW. There was the Changemakers space with SHE Media, with panels, musical performances and a lounge; it was produced by LDJ Productions. There was also a music showcase, produced in-house and hosted with livestreaming service Twitch, which allowed each performance to be livestreamed through the website; artists also participated in live interviews. Finally, there was the Creator House with Meta, featuring an Instagram/Facebook Real studio and demonstrations of Meta’s Quest 2 VR headsets and Ray-Ban Stories smart glasses, as well as musical performances and panels. Cogent World handled production for the Creator House.
Photo: Pooneh Ghana for Rolling Stone
White Claw Surf House
SXSW sponsor hard seltzer brand White Claw used the festival to preview its new flavor line, Surf, with a beach-themed space that had decorative surfboards and a lifeguard stand photo opportunity, plus musical performances.
Photo: Nadia Chaudhury
Illustrative Space’s PoP Art Walk at SXSW
NFT companies Illustrative Space and Mint Gold Dust teamed up with local artists to create Proof of Presence (PoP) NFT tokens for visits to 10 murals from Hope Campaign across the convention center and Austin. Those PoP holders were able to collect special NFTs from artists and get access to exclusive parties and communities. Mint Gold Dust sponsored the muralist supplies.
Photo: Lisa Gochman
SoundCloud Next Wav
Online music sharing website SoundCloud’s SXSW activation focused on the creation of music. There was a recording booth run by Austin-based Dub Academy, where people can learn how to record songs in one-on-one sessions or participate in an open mic freestyle event. Guests were also able to book breakout sessions with reps from SoundCloud; the space also featured additional networking opportunities, art installations, panels and a musical showcase with all-women performers. SoundCloud worked with Imprint Projects on the event.
Photo: Daniel Cavazos for SoundCloud
NBC’s 'American Song Contest' Pedicabs
To promote its new reality television competitions series American Song Contest, NBC decked out a number of pedicabs that served as a traveling promotion throughout Austin. There were free rides for passersby from pedicab stands, and each vehicle played songs from all 56 artists in the competition. Cartwheel and Co. produced.
Photo: Courtesy of NBC
WeTransfer's SXW Installations
File transfer service WeTransfer, a sponsor of SXSW’s advertising and brand experience track, created a two-part installation during the festival with creative agency MKG. Components included a video art gallery lounge, as well as the Creator’s Corner, which showed six films commissioned by the company, including one by actor and director Riz Ahmed. There was also the Inspiration Wall, a multiscreen display of artwork from artists and creatives like Marina Abramovic and Willie Nelson, complete with QR codes leading to more information.
Photo: JLeitner Photography
Doodles’ SXSW Activation
NFT collection Doodles, by digital artist Burnt Toast and web3 people Evan Keast and Jordan Castro, brought its digital worldscape to life with a multiexperiential space. There was the DoodleAir where guests felt like they were in the sky, and the Popsicle Doodle Pitspot, a cloud-filled area with frozen snacks, along with a gift shop and bar. Attendees received the Doodle Passport to document their experience in the space. There was access to special NFTs. VTProDesign handled production.
Photo: Courtesy of Doodles
C4 Energy's Sampling Stations
As SXSW’s official energy drink, beverage company C4 Energy set up sampling stations throughout the footprint of the festival, including at the convention center and outdoor music stage. The brand also set up the 6th Street Takeover, where it placed two mobile activations in the heart of downtown Austin for people to try the drink as well as engage with content. The Ignite Your Fire Experience consisted of an immersive 360-video where people could feel like they were on a stage. There was the Ignite Your Fire Tour Bus, which featured an LED-based optical illusion. C4 Energy worked with Times10 on the activation.
Photo: Joseph Baura
Disney+ Outdoor Screenings
Disney’s streaming service hosted family-friendly alfresco public movie screenings at The Long Center for a full day during SXSW. There were inflatable iconic characters and items, created by Epidemic, such as Olaf from Frozen and Captain America’s shield from The Avengers. Swag included Mickey Mouse ears and hats for Jungle Cruise and branded blankets for viewers; there was also a photo booth from SmileBooth. Miller Pro handled audiovisual production and ProGraphix handled the vinyl and wraps.
Photo: Alison Narro
