Experiential Marketing’s Biggest Showcase: SXSW

Upon arrival to Austin, we headed straight for our badges and the SXSW Expo in the Convention Center. We had high expectations for the Expo, assuming it would be the ultimate destination for innovative brand activations, cutting-edge technology, and fresh approaches. However, we were left underwhelmed. The exhibits featured massage chairs, prepackaged snacks and generic giveaways - hardly the dynamic experiences we anticipated.
 
Only two or three Expo brands truly stood out, approaching the space with creativity and intentionality. Considering the cost of exhibiting ranged from $4,000 to $5,000, it was surprising to see so many brands fail to apply one of the core principles of sponsorship: spending more money on the activation of the sponsorship, rather than the sponsorship itself. It’s a missed opportunity for deeper engagement and lasting impact.

However, many prominent brands did do their homework and turned to the city of Austin to craft unforgettable experiences beyond the Expo - out in the streets and with local brick & mortar takeovers.
 
Dubai’s Museum of the Future stood out as one of the largest, most unique, and highly attended activations. Attendees eagerly waited at times up to four hours to enter this temporary installation, which Dubai meticulously produced in a vacant parking lot. The experience beautifully showcased Middle Eastern innovation, culture and hospitality. Upon entry, visitors were immersed in a visual journey, stepping into a 360° animated display filled with stunning, eye-catching graphics. True to its lavish reputation, Dubai’s activation offered high-end giveaways, including premium water bottles, journals, ballpoint pens, and even a pistachio and tahini chocolate inspired by the popular Middle Eastern dessert, knafeh, which had everyone talking.

In our view, the Paramount+ House was the most impressive activation of the event, completely transforming a local bar into an immersive ski lodge experience. What truly separated them from the rest was the attention to detail in terms of fabrication, design, and props - all of which created an atmosphere that felt genuinely authentic to the ski brand. From the moment you entered, you were transported to a cozy ski retreat, with framed photos of ski adventures, vintage ski gear, and warm wood accents setting the scene.

But it didn’t stop there. Paramount+ elevated the experience by creating mini pop-ups to promote each of their shows. Each one was thoughtfully themed, adding a unique touch. These pop-ups ranged from photo ops and secret rooms to themed cocktails, and the overall atmosphere and care to detail made it one of the best spots to hang out at SXSW. Even after the Paramount+ House closed, we couldn't help but marvel at the effort put into the transformation.

Another standout digital activation came from IBM, which paired its cutting-edge technology with foosball and table tennis games. Participants played against friends or colleagues, while IBM’s technology analyzed their gameplay, comparing their performance against competitors and ranking them based on their competitiveness throughout SXSW. The system even highlighted who their ideal opponent was and who might be the toughest challenge. By blending technology with a fun, interactive game, IBM created an activation that not only engaged participants but also showcased the power of their tech in an exciting and memorable way.

Several other activations also hit the mark with much lower budgets. These activations demonstrate that sometimes the simplest ideas, when executed well, can have the most powerful impact.

JBL, had a brilliantly classic yet highly effective activation. They set up a small food truck that doubled as a prize station for their standard spin wheel. This activation demonstrated that a spin wheel, combined with the satisfying clicking sound, is all it takes to draw a crowd. People flocked to try their luck for a chance to win a JBL mini speaker. Every time we passed by this activation, there were no fewer than 40 people in line, proving that when done right, even the most straightforward, smaller budget activations can generate big engagement.

Amplify Philly, a coalition of Philadelphia startups, corporations, musicians and other key partners made a significant impact with its presence as well. The "Keystone House" was a bold, statewide showcase that celebrated Pennsylvania’s leading tech, talent and creative industries. It capitalized on major upcoming events in Philadelphia, such as the FIFA World Cup and the PGA Championship, to create engaging interactive experiences. The activation also featured iconic Philadelphia flavors, offering food samples of the famous Philly cheesesteaks and a selection of local beers and drinks, giving visitors a true taste of the City of Brotherly Love.

Do your research – It’s highly recommended to attend SXSW in person first, to explore the spaces and get a true feel for the festival before committing to sponsorship. For instance, consider that nearly 25% of attendees are from international countries and that 1/3 of the attendees are from Texas. Do the demographics align with your brands?

Allocate the right budget – This is beyond the cost of reserving the space. It should cover expenses for special design, fabrication, giveaways, uniforms, staffing, and more. As a general guideline, we advise brands allocate 3-4 times the amount spent on securing the sponsorship for activation costs.

Think beyond the Expo, even as an official sponsor – Look for opportunities to create a space outside the Expo that feels authentic and distinctive, offering a unique experience that resonates with attendees.

The most successful brands relied on strategies rooted in their core essence – Stay true to your brand’s identity and design activations that highlight its unique attributes, ensuring authenticity and a deeper connection with your audience.

Don’t shy away from Activation Basics – Design an experience that people will eagerly line up for and want to share on social media. It doesn’t need to be overly complex or costly—like the JBL activation—but it should be memorable and generate excitement.

If you made it to SXSW this year, reach out and share your thoughts about the experience. If you want to hear more about what we saw, give us a shout.

Photo credits:

Rivian photo: Wikicommons

JBL image credit: Trusted Reviews

Foosball photo credit: Miroshnichenko

Eggplant photo credit: Anna Shvets

Pineapple photo credit: Pineapple Supply co.

JBL photo credit: Nejc Soklič