A Marketer’s Guide to SXSW

Brands try to keep Austin wired

For 20 years, South by Southwest Interactive—which started, humbly enough, as SXSW Film & Multimedia—has evolved into a massive marketing extravaganza, last year playing host to 31,000 tech practitioners and enthusiasts, up from 11,000 in 2009. How can a brand hope to break through all that clutter? While it has become old hat for the Twitterati to snipe about the idea of traveling to Texas every year for such a big, noisy event, everybody still shows up.

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