Dell Turned Sustainability Into an Immersive Experience at SXSW

The tech company celebrated the 100 million pounds of recycled materials it's used since 2012

Dell's activation included rooms filled with screens featuring nature documentaries narrated by David Attenborough. Dianna McDougall
Headshot of Sammy Nickalls

Some brands like to slap the “experiential” label on their events when they’re really just offering an open bar. (Getting drunk isn’t a brand experience, folks.)

But considering that Dell’s activation was literally called The Experience, it needed to make it … well, an experience. And it pulled out all the stops in its immersive and extensive presence while focusing on the theme of sustainability.

At the Sunset Room in Austin, Dell focused on the theme of a sustainable future via handing out reusable straws; showcasing art used in their packaging made out of air pollution by The Pollution Ink; and highlighting its 100 million pounds of recycled materials used since 2012. It also focused on small businesses, hosting a “creator’s market” and a “small biz brunch and bingo” so entrepreneurs could showcase their work.

The activation offered workshops, parties, a taco bar, free drinks and over 20 panels from creators and tech experts. Attendees could try out Dell’s latest offerings, like a proximity sensor screen that senses your presence without even touching it and a VR moon rover experience. At night, the activation also featured performances from musicians like Wyclef Jean.

Dell’s Liz Matthews, svp, global brand, advertising and experiential, highlighted that Austin is Dell’s hometown and where the company got its start.

“#DellExperience at SXSW is all about bringing together innovative customers, partners, business leaders, artists, activists, gamers, tech experts, policymakers and consumers for engaging conversations and experiences,” said Matthews. “…SXSW also presents a great opportunity to collaborate with others and share our leadership efforts to further sustainable innovation, diversity and inclusion and emerging technologies like AI.”

You can find links to Dell’s SXSW livestreams here.


@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.
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