3 CMOs Take Us Inside Their Brands' SXSW Experiences

South by Southwest continues to prove itself to be both cradle and crucible for experiential marketing as brands from Showtime to Land O’Lakes hosted packed activations this year across downtown Austin, Texas. Adweek caught up with three CMOs—Land O’Lakes’ Tim Scott, Visible’s Minjae Ormes and Showtime’s Donald Buckley—to discuss what they were up to at SXSW 2019 and why it’s important for brand marketers to be there with experiences for thousands of attendees. While their activations were as different as their respective brands, all three agreed that pulling traditional ad-dodging customers, audiences and communities into intimate, real-life environments is a marketing form they are going to increasingly rely on to preserve mind- and marketshare.