If you've been to South by Southwest Interactive anytime in the past four years, you may have gone by the Mashable House. The media company's Austin, Texas, digs, now a staple of the festival, serves as a way for the digital-only Mashable to interact with its readers and fans in the real world. And that kind of exposure is invaluable, according to Mashable's CMO Stacy Martinet.
When you don't have a physical product but you get the opportunity to give people a tangible (and fun) experience with your brand, it can pay off. It worked for the company last year; roughly 7,000 guests showed up over three days. See the above video, which features Mashable founder and CEO Pete Cashmore, to get a taste of what the brand did this year at SXSW.
An activation of this scale isn't cheap, and while the company declined to provide exact figures, it's easy to see that its brand partnerships—like Pepsi, Qualcomm, Amazon Launchpad, Las Vegas Convention and Visitors Authority, Facebook, Hasbro's Transformers, Quaker and HBO—made it possible.
While each brand had its own activation within the house, Adweek got to chat with Joanna Scholl, vp of program advertising and promotion for HBO, about the network's activation for its new season of Silicon Valley. In the video below, you can see what the company, in partnership with Flixel, did at the Mashable House.
To get a more detailed sense of what goes into an activation of this type and why a media brand like Mashable would want to be at SXSW, Adweek spoke with Martinet at Mashable's New York headquarters. (See the interview below.)