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SXSW 2014

Dell, Pennzoil and 3M Execs Talk SXSW

C-suite set shows up big in Austin

Pennzoil's brand activation

One of the themes already emerging from South by Southwest Interactive has centered on how big-brand execs have come to see what all the fuss is about this year. So Adweek caught up with play-callers for Dell, Pennzoil and 3M to chat about the different plans that have been put into place around the festival.

A quick hit: Dell, based 19 miles south of Austin in Round Rock, Texas, has brought a mini-version of its social media command center to the premises of SXSW to "listen" in on how its marketing outlay is going. Check out why in the videos below (and watch a little extra footage of the fun Pennzoil is up to in last one).

Bryan Jones, vp of North America and global 500 marketing at Dell, tells us what his brand is doing in social at #SXSW:

Pennzoil global brand director Chris Hayek riffs on his company's activation:

Glenn Carter, 3M's innovation communications leader, on his why team ramped up for SXSW:

Pennzoil is not messing around, while trying to cut through the clutter. It's inviting South-by goers to get behind the wheel:

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