As SXSW Continues to Grow, Is it Still Worthwhile for Brands to Activate There?

Experts weigh in

Hulu found a clever way to capture attention at SXSW, but is the spend worth it for all brands? Getty Images

South by Southwest is known for being the place brands go when they have a great piece of experiential marketing to show off—whether that’s Hulu’s Handmaids Tale being creepy and sending hoards of women dressed in red cloaks around the city of Austin, or HBO building an immersive activation at this year’s festival to promote the upcoming season of Westworld.

@ktjrichards Katie Richards is a staff writer for Adweek.