On March 11, TikTok hosted a nighttime SXSW kickoff party that welcomed guests with a photo-worthy entrance bathed in blue and red lights—a nod to TikTok’s recognizable logo—as well as content-creating hubs, lounge spaces, and plenty of F&B options. Performers who have risen to fame on the social platform took to the stage throughout the night, which was designed and built by ASOAE.Photo: Ryan Muir
It’s a cultural hub, really, with an influx of about 300,000 people in Austin for the fest, making it “one of the few times in Austin that you hear non-English languages spoken on the street,” Hugh Forrest, the co-president and chief director of programming, told BizBash in an on-site interview.
“It’s neat,” he added of the international audience that flocks to Austin during SXSW. “And it really fits into our focus on creativity, because different types of people from different parts of the world think differently, and our responsibility is to try to bring these people together.”
Naturally, such a meeting of the minds makes for interesting conversations about our society, including emerging tech ( ”This year, certainly, [there’s] a big focus on generative AI,” Forrest said.) as well as current events.
SXSW kicked off the same day the Silicon Valley Bank (SVB) crashed. The second-largest bank failure in U.S. history (and the largest since the 2008 financial crisis) affected a slew of brands and professionals who attended the fest. After all, SVB is no stranger to both risky tech startups and tried-and-true tech-centered corporations, like Roku, Vox Media, and Etsy.
Forrest noted that the timing of the failed bank run made for interesting conversations throughout the educational programming on how such an event “impacts the startup industry.”
Despite the grim news, it was difficult to be anything other than stimulated by the bustling city during the 10-day fest. “What we do at SXSW is we bring together very, very creative people from various different industries, we put them in a very creative city at a time of the year where it’s getting warmer—the flowers are coming out—and we sit back and watch all of the great conversations and great communities that arise from that,” Forrest said.
And greatness there definitely was! Take it from these 20 activations alone, which proved that immersive experiences are the way to connect a brand to its audience…
The Audible Sound Studio
As the leading curator and provider of audio storytelling, it was only fitting that Audible’s SXSW experience—The Audible Sound Studio—immersed listeners in panels, podcasts, and other performances.
Audible was behind an official SXSW panel, where the brand’s executive producer of original music-storytelling, Preston Copley, joined Grammy winner Sara Bareilles, actor Daveed Diggs, and WILL MEDIA’s founder and CEO Will Malnati to discuss Breakthrough. The first-of-its-kind Audible Original is an audio-only competition series that The Chainsmokers’ Alex Pall and Drew Taggart—the executive producers behind the series—said in a press release “is all about community and passion for music, along with providing a massive stage for undiscovered artists who haven’t had the opportunity for their voices to be heard…without being judged for any other reasons.”
Audible was behind an official SXSW panel, where the brand’s executive producer of original music-storytelling, Preston Copley, joined Grammy winner Sara Bareilles, actor Daveed Diggs, and WILL MEDIA’s founder and CEO Will Malnati to discuss Breakthrough. The first-of-its-kind Audible Original is an audio-only competition series that The Chainsmokers’ Alex Pall and Drew Taggart—the executive producers behind the series—said in a press release “is all about community and passion for music, along with providing a massive stage for undiscovered artists who haven’t had the opportunity for their voices to be heard…without being judged for any other reasons.”
Photo: JP Kathoefer for Audible
Open from March 10-12, The Audio Sound Studio was home to branded listening pods. Outfitted in orange lounges and branded pillows in a nod to Audible’s branding, the look of the pods was reminiscent of a speaker, and guests were invited to step inside the boombox to hear their favorites from Audible as well as record their own stories on vinyl.
The space was produced in partnership with Civic Entertainment Group.
The space was produced in partnership with Civic Entertainment Group.
Photo: JP Kathoefer for Audible
Audible brought its Words + Music series to life with an adjacent lounge. The space boasted a calming vibe with leather and wood materials, as well as a photo-worthy wall showcasing the covers of all 35 volumes in the series. A corner of the space allowed attendees to sample each record via a record player and headphones.
Chantal Smith for Audible
Bloomberg Media ESG House
Bloomberg Media ESG House returned to Austin for its second SXSW this year, and welcomed more than 1,000 attendees during its 2.5 days on-site. The highlight of the activation, which took over Native, was content, and it comes as no surprise since Bloomberg has positioned itself as a leader in financial news and information. Much of that content surrounded key topics identified by Bloomberg Intelligence, such as DEI and the metaverse, which it estimated is an $800 billion market opportunity. Bloomberg’s own leadership—including CMO Anne Kawalerski and Bloomberg Technology anchor Emily Chang—joined the likes of Josh “the Fat Jew” Ostrovsky, Salesforce president Sarah Franklin, and 23andMe CEO Anne Wojciki, just to name a few, for meaningful conversations.
Bloomberg tapped BMF to assist in the production of its Media ESG House.
Bloomberg tapped BMF to assist in the production of its Media ESG House.
Photo: Courtesy of Bloomberg
Mrs. Davis’s Quest for Wings
Why were nuns out on the town in Austin, you ask? Well, because Peacock attended SXSW to launch the campaign for its newest original series, Mrs. Davis. “To build buzz for our premiere event on March 14, we unveiled posters around the city, asking festivalgoers if they’d seen Simone, the nun played by Betty Gilpin in the series,” explained Jo Fox, the senior vice president of consumer and content marketing at Peacock. To prompt social media impressions, SXSW attendees who saw a nun were encouraged to post with the tags @Peacock and #MrsDavisGiveaway for a chance “to get their wings” and win prizes. “We then unleashed nuns in blue habits throughout Austin,” Fox said. Throughout the week, spectators could find the nuns “riding a mechanical bull, singing at a piano bar, and biking down the street, encouraging passersby to participate in getting their wings. (The task was a nod to Mrs. Davis’s plot.)
Photo: Courtesy of Peacock
“SXSW’s audience expects playfulness and surprises, and it’s clear we delivered that in spades,” Fox said. In addition, those following along the Mrs. Davis quest were welcome to take advantage of special treats and discounts at local businesses, including VooDoo Donuts, Revolution Coffee & Juice, and One Taco.
Photo: Courtesy of Peacock
Create & Cultivate’s Future Summit
Create & Cultivate’s Future Summit, presented by Mastercard, didn’t save its highly anticipated keynote speaker for the end of its programming; instead, Tinx—who’s lovingly known as TikTok’s “Big Sister”—took the stage to talk staying on top of trends. The social media star said to creators who are just starting out: “Just make the content that you want to see, because then it will be authentic.”
Photo: Courtesy of Create & Cultivate
Following Tinx’s session, which took place on March 10 at South Congress Hotel, the Brand Experience Hall was unveiled. Here, THC brands from across the U.S. showcased their products, while other women-owned businesses were on-site to inspire fellow females. Cocktails and light bites were also served, making for the perfect mixing, mingling, and motivating setting.
Photo: Courtesy of Create & Cultivate
HBO Max’s Coffeehouse
HBO Max attended SXSW with its Coffeehouse in an effort to showcase its multicultural marketing initiatives: Human by Orientation, a celebration of the LGBTQIA+ community, and Pa’Lante!, a platform for Latinx culture. Naturally, Lavazza coffee was on order at the Coffeehouse, alongside cocktails that were inspired by HBO Max shows (of course, Aperol spritzes were on the menu in a nod to The White Lotus).
Throughout SXSW a slew of events were held here, including an acoustic set by Ambar Lucid, a cocktail party set to tunes by DJs Chorizo Funk and Gabriela Alma Lopez-Bucino, a White Lotus-themed invite-only brunch, and a fireside chat with famed Men’s Health, Refinery29, and Teen Vogue (among others) writer Evan Ross Katz. The Coffeehouse and its programming was curated in partnership with Lupine Creative.
Throughout SXSW a slew of events were held here, including an acoustic set by Ambar Lucid, a cocktail party set to tunes by DJs Chorizo Funk and Gabriela Alma Lopez-Bucino, a White Lotus-themed invite-only brunch, and a fireside chat with famed Men’s Health, Refinery29, and Teen Vogue (among others) writer Evan Ross Katz. The Coffeehouse and its programming was curated in partnership with Lupine Creative.
Photo: Courtesy of HBO Max
LUSH House
Characteristic of the hands-on beauty brand that’s known for its 900-plus shops—that are each anchored by a sink station—Lush Cosmetics attended SXSW with an immersive activation that encouraged sampling, photo taking, and future forecasting. Dubbed LUSH House, the destination fittingly had a slew of live walls filled with—you guessed it—lush foliage. In front of one, live demonstrations of molding the brand’s beloved bath bombs took place over the activation’s four days (March 10-14).
Photo: Courtesy of LUSH
Nightlife phenomenon and record label Glitterbox took over LUSH House on March 12. A limited range of products was born out of the partnership, including bath bombs in the shape of Glitterbox’s iconic heart logo and in the graffiti style used by the brand, plus Shake ‘N’ Spritz—a grapefruit oil-scented body spray.
By day, Glitterbox also played host to education sessions at LUSH House—where the outdoor stage was surrounded by disco balls and live greenery—and by night, Glitterbox’s Melvo Baptiste took to the stage to show off his eclectic mix of groove, funk, and disco-house beats.
By day, Glitterbox also played host to education sessions at LUSH House—where the outdoor stage was surrounded by disco balls and live greenery—and by night, Glitterbox’s Melvo Baptiste took to the stage to show off his eclectic mix of groove, funk, and disco-house beats.
Photo: Courtesy of LUSH
Product demos for LUSH’s soon-to-be-released Bath Bot were taking place in a bathroom-inspired space at LUSH House. Five years in the making, the Bath Bot draws on the iconic bath bomb, and is actually the same size and shape of the perfumy product. Yet unlike bath bombs, the Bath Bot features a domed speaker for 180-degree sound. Turn the bass up and water will even dance off this speaker, as three banks of light below make for a fun add-on to bath time. To get your hands on the up-and-coming tech, aspiring buyers must add their name to a wait list. Shipping is set to start around the holiday season.
Photo: Courtesy of LUSH
Prime Video’s ‘Swarm’ Activation
Prime Video was busy during the festival, and hosted a second activation to celebrate the season one release of its latest psychological thriller, Swarm, which follows a Houston-based mega-fan as she obsesses over her favorite R&B singer. The series debuted on Prime Video on March 17, and it was accompanied by a branded mini mart—similar to the one that appears in the series—that took over the lobby of the Austin Motel.
Once they entered the space, guests received faux money to use inside the mini mart, where they could purchase snacks the Swarm character Dre loves, plus refreshments out of stocked refrigerators. Custom screen-printed t-shirts and branded bucket hats were also on offer, including souvenir Swarm-branded cups.
Once they entered the space, guests received faux money to use inside the mini mart, where they could purchase snacks the Swarm character Dre loves, plus refreshments out of stocked refrigerators. Custom screen-printed t-shirts and branded bucket hats were also on offer, including souvenir Swarm-branded cups.
Photo: Courtesy of Prime Video
TikTok's Activation and Kickoff Party
TikTok had three days of programming at this year’s SXSW, all centered around the concept of “SX Purpose”—to invite the community to step into the world of TikTok and immerse themselves in the next era of entertainment marketing. The ultra-popular brand did just that with a takeover of Downtown Austin’s 8,000-square-foot, multilevel event venue Inn Cahoots. Here, TikTok hosted 10 programming sessions, provided closed-door meeting spaces for executives to connect, and demoed its live shopping experience. There was also a cold brew tap for festivalgoers to pour themselves a midday pick me up, as well as a daytime DJ for beats and decor that nodded to the social media platform’s features (like pillows in the shape of TikTok’s “like” and “share” buttons).
The space was produced in partnership with experiential agency MC2.
The space was produced in partnership with experiential agency MC2.
Photo: Ryan Muir
On March 11, TikTok hosted a nighttime SXSW kickoff party that welcomed guests with a photo-worthy entrance bathed in blue and red lights—a nod to TikTok’s recognizable logo—as well as content-creating hubs, lounge spaces, and plenty of F&B options. Performers who have risen to fame on the social platform took to the stage throughout the night, which was designed and built by ASOAE.
Photo: Ryan Muir
Prime, Texas
Hotel San José was transformed into a TV series buff’s sanctuary, transporting guests into nine of Prime Video’s top original shows, including Daisy Jones & The Six, The Summer I Turned Pretty, and Carnival Row. To kick off the event, Austin Mayor Kirk Watson was presented with a key to Prime, Texas on March 10. From then on, guests could get a made-to-fade tattoo featuring iconography from a featured series, explore the Everything Grows in Harlem plant shop (a nod to Harlem), or personalize a denim jacket to remember their experience in partnership with local artists. For hungry eventgoers, Tiny Pies was in attendance, serving up treats themed to represent characters from The Summer I Turned Pretty. And to accompany light bites, the XXXclusive bar was hanging out risqué pours in reference to The Boys.
Meanwhile, the outside of the activation boasted “Keep Austin Prime,” a play on the beloved “Keep Austin Weird” slogan.
Meanwhile, the outside of the activation boasted “Keep Austin Prime,” a play on the beloved “Keep Austin Weird” slogan.
Photo: Courtesy of Prime Video
C4 Smart House
Austin-based energy drink brand C4 had a homecoming of sorts when it erected its three-day-long experiential oasis—the C4 Smart House—to immerse guests in its “4 Moments Of” Smart Energy campaign. Located at Fair Market, guests were welcomed by refrigerators stocked with the mental focus-enhancing drinks, and were encouraged to crack a cold one before exploring the rest of the space.
Photo: @fambofilms
Attendees buzzed about The Creator’s Lab, where they were able to create their own street style-inspired SXSW merchandise using stencils and spray paint. Stark-white hoodies and bucket hats were on offer, just calling attendees’ names to be customized—a nod to the public art and slew of graffiti murals that are characteristic of Austin.
Elsewhere on-site, The Moments Room encouraged photo engagement, and further played on the “4 Moments Of” campaign by asking photo subjects what inspires them. And in an effort for C4 Smart House to make a lasting impression, those photos will become part of the brand’s wild posting campaign. In the coming weeks, expect to see enlarged poster versions of the images taken at SXSW to be hung across 25-plus locations throughout Austin.
Elsewhere on-site, The Moments Room encouraged photo engagement, and further played on the “4 Moments Of” campaign by asking photo subjects what inspires them. And in an effort for C4 Smart House to make a lasting impression, those photos will become part of the brand’s wild posting campaign. In the coming weeks, expect to see enlarged poster versions of the images taken at SXSW to be hung across 25-plus locations throughout Austin.
Photo: @fambofilms
The C4 Smart House concluded in the outdoor Flavor Lounge, where guests could sample six new flavors of C4 Smart Energy—as well as cocktails infused with the energy drink. Aside from daily programming and branded lawn games, DJ Oritz, Kydd Jones, and Austin Millz performed throughout the three days. And among attendees was famed rapper Lil Yachty, who’s pictured with a C4 Smart Energy in the flavor Watermelon Burst in hand.
Photo: @fambofilms
National Geographic’s RESTAURANTS AT THE END OF THE WORLD Dinner
On March 14, chef Kristen Kish (pictured), a Korean-American chef known for her win on season 10 of Top Chef, held an intimate dinner on behalf of SXSW. The evening of culinary adventure was dubbed RESTAURANTS AT THE END OF THE WORLD, and invited guests to Arlo Grey—The Line Austin Hotel’s signature eatery—for a family style dinner that celebrated the release of National Geographic’s television show of the same title. Kish is also at the center of the Restaurants at the End of the World four-part series, which debuted on National Geographic on March 21, and features Kish learning from fellow chefs in the most remote corners of the world.
Dinner guests enjoyed Parker House rolls with whipped brown butter, molasses, and bee pollen, as well as a scallop crudo and crunch lettuce salad to start. Entrees included broiled Arctic char with preserved lemon vinaigrette, tortelli with collard greens and mascarpone, 72-hour pastrami beef short rib with charred eggplant, and Texas blue corn fritters. A strawberry semifreddo ended the night on a sweet note.
Dinner guests enjoyed Parker House rolls with whipped brown butter, molasses, and bee pollen, as well as a scallop crudo and crunch lettuce salad to start. Entrees included broiled Arctic char with preserved lemon vinaigrette, tortelli with collard greens and mascarpone, 72-hour pastrami beef short rib with charred eggplant, and Texas blue corn fritters. A strawberry semifreddo ended the night on a sweet note.
Photo: Courtesy of National Geographic
CI&T’s Lounge
New York-based information technology and software development company CI&T transformed a corner of The Line Austin Hotel into a lounge space dubbed “Impact Tomorrow.” The activation was a meeting of the minds, if you will, inviting top-level executives at the likes of e.l.f. Beauty, General Motors, Morgan Stanley, Salesforce, Poshmark, and more to participate in educational sessions that touched on the power of retail, developer shortages, and consumer-centricity, just to name a few.
For audience and members and panelists alike, when sessions weren’t taking place, the branded space was a hub for networking and reenergizing. Aside from lounge seating, coffee, cookies, and tacos—SXSW is in Austin, after all—were on hand.
For audience and members and panelists alike, when sessions weren’t taking place, the branded space was a hub for networking and reenergizing. Aside from lounge seating, coffee, cookies, and tacos—SXSW is in Austin, after all—were on hand.
Photo: Courtesy of CI&T
The Billboard House
Billboard returned for the 2023 iteration of SXSW with THE STAGE, a three-night star-studded concert series at Moody Ampitheater. Meanwhile, The Billboard House on Austin’s major thoroughfare, Congress Avenue, played host to the one-night-only Doritos After Dark event on March 16 that celebrated the chip brand’s exclusive partnership with the American music and entertainment magazine. The highlight of the night: a performance by DJ Pee .Wee, the alter ego of Anderson .Paak. In a fun, nuanced nod to Doritos, Pee .Wee spun tracks behind a DJ stand that boasted a design playing on Doritos’ triangular shape. Throughout the fest, Deadmau5, Kaskade, and more also took to the stage at The Billboard House.
Photo: Brandon Todd for Billboard
Naturally, Doritos were at the center of The Billboard House’s passed hors d'oeuvres, which were even served on platters decorated with the crushed tortilla chips. On the menu: barbecue pulled pork nachos with Doritos’ classic flavor; Cool Ranch-loaded pitas with grilled chicken or falafel; spicy sweet chili chicken bites; and more.
Photo: Brandon Todd for Billboard
It was the second year NVE Experience Agency was tapped by Billboard for its SXSW presence (although NVE has been activating at SXSW for the last eight years). The West Hollywood-based experiential agency’s vice president, group account director, Artavias Thompkins said that it’s important for NVE to get involved in SXSW because it’s “without a question the most prominent convergence of culture across industry.”
“Beyond that, it’s an event each year that keeps us sharp. The biggest mistake we can make is thinking that duplication is the path toward success and consistency,” he added.
“Beyond that, it’s an event each year that keeps us sharp. The biggest mistake we can make is thinking that duplication is the path toward success and consistency,” he added.
Photo: Courtesy of NVE Experience Agency
North Italia’s Pi Day Block Party
On Pi Day—March 14—Austin neighborhood Italian eatery and pizzeria North Italia celebrated with a block party. Here, attendees could snag slices of the restaurant’s signature BBQ Brisket (it's made with barbecue sauce and pickles!), Margherita, and Spicy Meatball pies, as well as charcuterie cups, mini salted caramel budino, and refreshing mocktails.
Ahead of the big 3.14 event, North Italia garnered hype by surprising SXSW attendees with more than 500 free pizzas. For the giveaways and block party event, pizzas were hand-tossed and prepared by chefs working in pop-up kitchens throughout Seventh Street, and deliveries were made to festivalgoers by DoorDash drivers on North Italia-branded Vespas.
Ahead of the big 3.14 event, North Italia garnered hype by surprising SXSW attendees with more than 500 free pizzas. For the giveaways and block party event, pizzas were hand-tossed and prepared by chefs working in pop-up kitchens throughout Seventh Street, and deliveries were made to festivalgoers by DoorDash drivers on North Italia-branded Vespas.
Photo: Courtesy of North Italia
At the block party, aside from several thousand pizza slices being eaten, nearly 100 attendees signed up to receive a pizza-inspired permanent tattoo. Tattoos were free, with an optional $3.14 donation encouraged to support a nearby homeless shelter. The North Italia team matched the final monetary total, plus donated enough lasagna to feed more than 120 people.
Photo: Courtesy of North Italia
The block party ended with a wow-worthy BMX stunt show, where bikers flipped and jumped off of ramps, plus performed tricks in the “Globe of Dough” (a stunt cage more commonly known as the “Globe of Death”).
Photo: Courtesy of North Italia
Roku City
At-home entertainment streaming service Roku partnered with Best Buy to erect RokuCity at SXSW—an ultra-immersive experience where attendees were incited to step inside Roku’s iconic screensavers. From March 11-12, costumed actors welcomed festivalgoers into The Riley Building with a purple, Alice in Wonderland-type potion that read “drink me.”
Photo: Courtesy of Roku
From there, guests got bedazzled for the occasion in a classic-looking yet purple-washed (of course) salon room. Here, Roku representatives decked attendees out in purple rhinestones before sending them on their way to explore Roku City.
Photo: Courtesy of Roku
Roku came to life past the salon doors with nods to some of pop culture’s favorite movies and TV shows (that are also available on the platform), including Dr. Who, Forrest Gump, Pirates of the Caribbean, and more. In a fun photo moment, the bridge vignette seen in Mary Poppins was on-site and, fittingly, props on hand included white parasols.
Roku City was executed in collaboration with DesignScene, which head of ad events and experiences at Roku Meredith Jacoby said “captured the magic” of Roku. “There is an element of surprise and delight built into every detail. As people move through the space, they’re greeted by characters that feel as though they just stepped out of their TV,” she said. “And everything they touch, see, and taste has been reimagined in Roku’s signature purple.”
Roku City was executed in collaboration with DesignScene, which head of ad events and experiences at Roku Meredith Jacoby said “captured the magic” of Roku. “There is an element of surprise and delight built into every detail. As people move through the space, they’re greeted by characters that feel as though they just stepped out of their TV,” she said. “And everything they touch, see, and taste has been reimagined in Roku’s signature purple.”
Photo: Courtesy of Roku
In one room was the Best Buy Home Theater Experience, where previews for upcoming Roku Originals series were being shown in a living room-type space complete with a candy counter and purple foil-wrapped chocolate bars that evoked Willy Wonka and the Chocolate Factory. The experience was designed to showcase Roku’s latest devices, which are available for purchase at Best Buy.
Photo: Courtesy of Roku
The experience ended on The Riley Building’s rooftop—at the Roku City Diner. The space was a play on the classic diner setting, and an American menu featured favorites like burgers, milkshakes, and cookie skillets. In an ode to Roku, dishes each featured something purple. Take the Just a Big Salad, for example, which nodded to Seinfeld and was made with purple vegetables. The apple pie, meanwhile, was called the I’ll Have What She’s Having in reference to When Harry Met Sally. The menu was created in partnership with Austin-based catering company Crave.
Reservations were available via OpenTable and overflowed onto a waiting list during the diner’s weekend hours. However, a space to mix and mingle for patrons without reservations featured a coffee card courtesy of Creature Coffee and sweet treats from the Cupcake Guys.
Reservations were available via OpenTable and overflowed onto a waiting list during the diner’s weekend hours. However, a space to mix and mingle for patrons without reservations featured a coffee card courtesy of Creature Coffee and sweet treats from the Cupcake Guys.
Photo: Courtesy of Roku
FX’s Free Pedicab Rides—Featuring ‘DAVE’
One of the more popular ways to navigate Austin's street closures during SXSW? Pedicabs! FX capitalized on the preferred method of transportation to get fans excited about the April 5 season three premiere of its comedy series DAVE, and its looking-for-love-centered storyline.
Aside from sending out a fleet of DAVE-branded pedicabs inviting guests to help Dave look for love while being transported around the fest for free—and in style—FX provided Cupids for a fun photo op, as well as DAVE-themed giveaways. The stunt took place March 10-12 in within a one-mile radius of the Austin Convention Center—with the help of agency partner Cartwheel and Co. Marketing.
Aside from sending out a fleet of DAVE-branded pedicabs inviting guests to help Dave look for love while being transported around the fest for free—and in style—FX provided Cupids for a fun photo op, as well as DAVE-themed giveaways. The stunt took place March 10-12 in within a one-mile radius of the Austin Convention Center—with the help of agency partner Cartwheel and Co. Marketing.
Photo: Courtesy of FX
Dolby House
Dolby’s first-ever experiential activation at SXSW took over a bi-level building on Austin’s East Fourth Street, and could be spotted from a mile away thanks to a sunset-like, ombre building wrap boasting the audio company’s logo.
Once inside, Dolby Atmos Music and Dolby Atmos for cars were on display as the brand approached a “you have to hear it to believe it” mantra for the hands-on product demos. And aside from more than 20 free educational panels, creator meetups, and events, daily food trucks—including Austin’s beloved Waffle Love—parked in front of Dolby House to dole out free treats.
Once inside, Dolby Atmos Music and Dolby Atmos for cars were on display as the brand approached a “you have to hear it to believe it” mantra for the hands-on product demos. And aside from more than 20 free educational panels, creator meetups, and events, daily food trucks—including Austin’s beloved Waffle Love—parked in front of Dolby House to dole out free treats.
Photo: Courtesy of Dolby
Camp Yellowjackets
Surprise-and-delight moments were around every turn at Camp Yellowjackets, Showtime’s SXSW activation that immersed the thousands of guests in attendance in the survival epic, psychological horror, coming-of-age series, which premiered its second season on March 24. “It feels like adult summer camp,” Deva Kehoe, Showtime’s senior vice president of talent relations, events, promotions, and awards, told BizBash in an on-site interview when talking about SXSW. Thus, Camp Yellowjackets was the perfect theme.
Hosted at Fair Market, touchpoints were dedicated to each of the characters in the show—from a Lottie-centered, snowy wilderness scene complete with her shrine to a replica of the cabin fans have come to know and love from season one. And in a touch of gameplay—while also nodding to the show’s survivalist nature—was “target practice” where attendees could test their ax-throwing skills.
Hosted at Fair Market, touchpoints were dedicated to each of the characters in the show—from a Lottie-centered, snowy wilderness scene complete with her shrine to a replica of the cabin fans have come to know and love from season one. And in a touch of gameplay—while also nodding to the show’s survivalist nature—was “target practice” where attendees could test their ax-throwing skills.
Photo: Courtesy of Kamp Grizzly
“The show is about a plane crash in the wilderness. Obviously, it’s dark and sinister, but we’ve also made it a fun place to explore,” Kehoe said. And she was right—take it from the butcher shop, which guests accessed by walking through hanging faux animal hides, to sample cuts of steak courtesy of butchers wearing “blood”-stained aprons.
Photo: Courtesy of Kamp Grizzly
Showtime tapped Kamp Grizzly to execute Camp Yellowjackets, which ushered guests out of the indoor space to an outdoor courtyard for cocktails, networking, and listening to music courtesy of a DJ behind a branded stand. Every inch of the space touched at least one of the five senses—and even the exit stairs boasted a quote used in Yellowjackets’s season two branding: “We’re not out of the woods yet.”
Photo: Courtesy of Kamp Grizzly
ZOZOFIT’s Pop-Up
ZOZOFIT, the fitness brand behind the ZOZOSUIT, invited SXSW attendees to try out the 3D body-scanning technology for themselves with a pop-up activation at the W Austin. Aside from a live demonstration of the progress-tracking tech, a 360-degree photo booth nodded to the “new measurement of fit” ZOZOSUIT prides itself on. There was also a Suja Juice-branded bar where the cold-pressed juice company was giving out wellness shots, and a lounge space with branded pillows.
Photo: Courtesy of ZOZOFIT
José Andrés and Aaron Franklin’s Barbecue Dinner
On March 11, MediaLink and UTA hosted an intimate barbecue dinner alongside celebrity chefs José Andrés (right) and Aaron Franklin (left)—plus bemyfriends, Tripadvisor, and Candle Media—at Uptown Sports Club, which isn’t slated to open until April. Here, top creatives, CMOs, entrepreneurs, and celebrity talent were brought together—including Coca-Cola Company’s chief of new revenue streams, YETI’s CMO, Tripadvisor’s senior vice president, and professional golfer Segio Garcia, just to name a few—to enjoy margaritas and gumbo.
Photo: @erude.photography
