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
Performances inside the Live House's courtyard were live-streamed on Facebook, while the latest Virgin Mobile handset technology was showcased inside the venue.
Photo: Courtesy of Virgin Mobile
Nokia Lab at SXSW
Nokia set up an unusual structure to house three nights of performances during the festival's Interactive portion. High Beam Events and SmartFusion built the inflatable tri-dome with 360-degree projections of custom branded content. During the music portion of SXSW, Nokia created a V.I.P. lounge inside the Fader Fort.
Photo: Kelly Knapp
The 'Fader' Fort Presented by Converse at SXSW
As with previous years, Fader staked out a spot for its temporary venue known as the Fader Fort. The 2012 iteration saw footwear company Converse sign on as lead sponsor for the four-day showcase, which presented new and emerging artists among a variety of sponsor activations March 14 through 17.
Photo: Courtesy of Fader
The 'Fader' Fort Presented by Converse at SXSW
In addition to activities and free goodies inside, including custom T-shirts, pizza from Brooklyn-based eatery Roberta's, and a V.I.P. lounge hosted by Southwest Airlines, the Fader Fort also offered a live stream of its on-site performances via music television network Fuse.
Photo: Courtesy of Fader
Warby Parker's "Citizen's Circus" at SXSW
As part of Warby Parker's three-day activation, which started on March 12, acrobats, aerialists, and vaudeville-style performers entertained on stage.
Photo: Ruvi Leider Photography
Warby Parker's "Citizen's Circus" at SXSW
Following a recent promotion in Miami during Art Basel and a holiday pop-up in New York, hipster eyewear company Warby Parker hit Austin with an experiential stunt dubbed the "Citizen's Circus." On the grounds of the French Legation Museum, the online retailer recreated a 1920s-style carnival where festival-goers could take in music, entertainment, and shop for glasses inside a candy-striped yurt.
Photo: Ruvan Wijesooriya
Warby Parker's "Citizen's Circus" at SXSW
There were, naturally, musical performances from bands including Shearwater, Haim (pictured), the Bleeding Knees Club, and Father John Misty.
Photo: Ruvi Leider Photography
Warby Parker "Citizen's Circus" at SXSW
Exhibits set up around the circus grounds all played into the theme, such as Ruvan Wijesooriya’s exhibition of music-centric photos.
Photo: Ruvi Leider Photography
Warby Parker "Citizen's Circus" at SXSW
Southern singer Nikki Lane sold a curated collection of vintage clothing and accessories from a trailer set up within the Warby Parker compound.
Photo: Ruvi Leider Photography
Eat, Drink, Be Human With Skype, at SXSW
For its effort on March 12, Skype worked with High Beam Events to build an outdoor stage with a huge viewing platform in a parking lot at Trinity and East 7th Streets.
Photo: Kelly Knapp
Eat, Drink, Be Human With Skype, at SXSW
The performances were broadcast live over Skype, while three screens at the top of the stage displayed people around the world interacting with the music being performed.
Photo: Kelly Knapp
Virgin Mobile Live House at SXSW
The Virgin Mobile Live House returned to SXSW for a third year, presenting band performances in a house-party-like atmosphere. The promotional platform for mobile phone service provider took over a space on East 8th Street in the Texas city between March 9 and 11, and March 14 and 17.
Photo: Courtesy of Virgin Mobile
Syncapse Social Club at SXSW
Social marketing firm Syncapse turned retail space Gallery D into a clean lounge where industry leaders spoke to participants of SXSW Interactive March 10 through 12.
Photo: Kelly Knapp
VH1 RockDocs Party at SXSW
On March 14, the cable music channel promoted its movie series with two film screenings and a party at the W Hotel Austin, where Napster co-founders Sean Parker and Shawn Fanning, subjects of VH1's upcoming Downloaded: The Digital Revolution, mingled with musicians like Billy Corgan.
Photo: NickyDigital.com
The Warner Sound at SXSW
Nikon and Warner Music Group teamed up to capitalize on both the music and film portions of the festival to launch the entertainment company's YouTube channel, the Warner Sound. In Austin, the showcase dubbed "The Warner Sound Captured by Nikon" kicked off on March 13, providing guests with three days and nights of live music as well as digital photography and film workshops.
Photo: Chris Phelps
Dortitos Jacked Stage at SXSW
To draw attention to its latest tortilla chip flavor, the Frito Lay-owned brand hosted performances at what it called the "Jacked Stage" March 16 and 17. Artists including Snoop Dogg performed on a platform built beneath a structure that was designed to look like a giant Doritos vending machine.
Photo: Erich Schlegel/AP Images for Doritos
Red Bull Thre3Style Celebration at SXSW
No stranger to hosting high-energy music events, Red Bull brought its Thre3Style event back to SXSW on March 18. Much like its previous concerts, including the 2010 Soundclash event in Washington, the beverage brand built an outdoor stage. Located at East 8th and Trinity Streets, the showcase included a DJ battle and live performances.
Photo: Garth Milan for Red Bull Content Pool
Red Bull Thre3Style Celebration at SXSW
In addition to DJs Z-Trip and Hedspin spinning tunes, the 8,000-person party included a performance from Erykah Badu.
Photo: Garth Milan for Red Bull Content Pool
Green Label Sound at SXSW
At Club DeVille on March 16, Mountain Dew promoted its Green Label Sound digital record label with performances inside a tent washed in green lighting. An activation with Instagram encouraged attendees to tag their photos with the hashtag #GLSSXSW and then see them projected throughout the show.
Photo: Matthew Reeves
Motorola Café at SXSW
Motorola Mobility turned downtown Austin's Moonshine Bar & Grill in to a restaurant and lounge March 15 through 17. The space invited attendees to take advantage of free Wi-Fi, test their knowledge of music trivia, and hit a photo booth where they could snap shots of themselves in '90s-style gear.
Photo: Courtesy of Motorola
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
Hard Rock Hotels, which launched the new music program for its properties with a New York event in December, created a three-day activation inside downtown Austin's Cedar Door Bar & Grill. The promotional venture was held March 15 through 17 and produced by BMF Media.
Photo: Eric Voake
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
Similar to the interactive event in New York, the Florida-based company set up different sections within its lounge to showcase the different amenities, including an area for "tracks," the program that provides hotel guests with preset playlists.
Photo: Caleb Bryant Miller
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
An array of amenities filled the space, including an on-site tattoo parlor (pictured), a shave lounge courtesy of New Amsterdam Spirits, and a gifting lounge with Soul by Ludacris headphones, Motel clothing, and other goodies.
Photo: Eric Voake
Hard Rock Hotels' "Sound of Your Stay" Music Lounge at SXSW
Music Choice and SWRV TV hosted performances by musicians like Penguin Prison, the Knocks, and Idle Warship on a dedicated stage at the Hard Rock Hotel lounge.
Photo: Eric Voake
Interactive + Film Fusion Party Hosted by Meebo at SXSW
In a nod to the multimedia nature of the festival, social networking platform Meebo held an event at Six Lounge on March 13. A video graffiti wall allowed guests to use infrared technology to make digital art that was printed out as party favors.
Photo: Kelly Knapp
Chevrolet's "Catch a Chevy" Promotion at SXSW
Chevrolet promoted their newest car models with a simple concept: offering free rides around downtown Austin to registered festival attendees. The complimentary promotion hit the streets March 10 through 14, and March 15 through 17.
Photo: Elisa Ferrari
Chevrolet Sound Garage at SXSW
Chevy also sponsored a four-day showcase known as the Sound Garage, which housed Secret Walls, a live street-art battle. The Garage took over a space at East 6th Street March 14 through 17.
Photo: Courtesy of GM
IFC Crossroads House at SXSW
March 12 through 16, the cable channel set up shop at Vice Bar and offered sneak peaks and live previews of its upcoming original series, interspersed with musical performances from emerging bands.
Photo: Courtesy of IFC
Fast Company Grill Presented by Lincoln at SXSW
The business mag and carmaker partnered to present a lounge inside the Cedar Door restaurant. The event produced by BMF Media March 10 through 13, included daily interactive activities from a variety of sponsors.
Photo: Caleb Bryant Miller
Fast Company Grill Presented by Lincoln at SXSW
Inside the lounge, 3M's “innovation conversation” allowed users to take a photo and post it to a virtual augmented-reality wall.
Photo: Caleb Bryant Miller
Bazaarvoice Party at SXSW
Social analytics platform Bazaarvoice held an event at Lustre Pearl bar on March 12 that included a special table where guests could control the movement of balls by using a smartphone app.
Photo: Kelly Knapp
Bazaarvoice Party at SXSW
Elswhere at the party, a (clean) portable bathroom was turned into a photo booth.
Photo: Kelly Knapp
AT&T Mobile App Hackathon at SXSW
AT&T gathered coders for an event at the Austin Convention Center March 9 and 10, testing their creative skills and inviting attendees to compete for a pot of $46,000 in prize money.
Photo: Courtesy of AT&T
Perez Hilton's "One Night in Austin" Party at SXSW
Blogger Perez Hilton returned to SXSW for the fifth installment of his "One Night in Austin" concert and party. The event, which took place at Austin Music Hall on March 17, included performances by Timbaland, Cris Cab, and DJ Feelgud.
Photo: Eric Voake
Perez Hilton's "One Night in Austin" Party at SXSW
As part of his bash, Hilton present a check to the VH1 Save the Music Foundation. This year, 100 percent of the proceeds from ticket sales to "One Night in Austin" were donated to the charity organization.
Photo: Eric Voake
