A Look Inside SXSW's Biggest Brand Activations

AUSTIN, Texas—South by Southwest is back. The conglomeration of festivals—spanning tech, music, film, gaming and education—drew more than 400,000 to Austin, Texas in 2019. In 2020, it was canceled days before it was slated to begin. In 2021 it was pared down, all-virtual experiment. This year, the event returns in full force, along with some of the industry's most show-stopping experiential marketing moments. This reporter, along with photographer Sarah Karlan, got an up-close look. Primetime for Amazon streamers Prime Video's activation covered the same footprint as it did three years ago. The Amazon streamer showcases two of its biggest shows, including Lizzo's new reality show, Watch Out for the Big Grrrls. The Grammy-winner's session comes to life with all the glamour, self-love and confidence to be expected from an event inspired by one of the world's greatest superstars. The entrance on the Lizzo side of the activation featured a tunnel of affirmations. Guests were able to get their hair and nails done at a pop-up salon. Lizzo's juice bar, fashioned after one of the pop star's biggest hit songs, served cocktails and other beverages. Guests could snap a photo alongside an iconic line from Lizzo's 2017 hit song, "Truth Hurts." Through a less colorful but equally dramatic entrance, SXSW badge-holders step inside the world of the Prime Video series, The Boys' superheroes. The installation celebrates the show's third season complete with a Vought-a-Burger, themed bar, carousel and City Hall. On the Superheroes side of the activation, guests entered the darker world of The Boys through an ominous castle. To make it through to the experience, guests traveled via a subway-like simulation. "SXSW is one of our biggest returns to in-person events since 2019 and given what we've done here prior we had to meet and exceed expectations," Jennifer Verdick, head of partnerships, synergy and events for Prime Video, told Adweek. Vegan and meat burgers and fries were available to guests at Vought-a-Burger (a play on the Texas fast food chain, Whataburger). Alongside Lizzo's giant juicebox, Voughtland served up drinks through its own Red, White and Booze bar. "We’ve loved building experiences and relationships with consumers virtually over the past couple years," she added, "but to let them physically step into the world of these shows is something we know they've missed and are looking forward to at this year's event." Visitors entered the activation through the tunnel of their choice, choosing superstars or superheroes. Queen Maeve's "Inclusive Kingdom" features over-the-top rainbow-themed paraphernalia. Peacock and Paramount+ drop experiential splashes A short walk down the street from Prime Video's perch on the corner of Cesar Chavez and Red River leads SXSW attendees to an activation from NBC-owned streaming service Peacock on Rainey Street. Joe vs. Carole, a new series based on the Netflix docuseries Tiger King, was released on Peacock earlier this month. Alongside bars taken over by Twitter, Audible and the soon-to-be-launched CNN+, Peacock's playground features a tiger-themed Joe vs. Carole seesaw. From there, visitors walk through a putting green promoting Craig Robinson's forthcoming class-conscious comedy, Killing It; a merry-go-round celebrating the casino-based satire Bust Down; and a basketball court heralding Bel-Air, the re-imagined dramatic reboot of NBC's iconic 1990s sitcom, the Fresh Prince of Bel-Air. The SXSW display, produced by Civic Entertainment Group, also offers fans an opportunity to create a music video, just like the stars of Girls5Eva. After making their way through the playground, Peacock's guests were able to lounge in its outdoor bar and patio area. An oversized chess game sat alongside the bar and lounge area. Giant Spoon, the full-service agency responsible for some of SXSW's splashiest past activations, eschewed an on-the-ground footprint in favor of an airborne one. The agency partnered with Paramount+ on a drone show that took over the skies above downtown Austin highlighting the streamer's new series Halo, which premieres March 24. https://twitter.com/HaloTheSeries/status/1503485381156777991?s=20&t=waHrz3zB3yb56Yhwd_ziuQ NFTs unlock admission In true 2022 fashion, NFT galleries also dotted the city. Doodles, an NFT platform co-created by artist Evan Keast, hosted a fantastical and colorful experience inside a warehouse on Trinity and Cesar Chavez. Attendees who owned NFTs on the platform unlocked special features within the activation. Just a tap of their badges gained them entry into hubs around the space. Throughout the Doodles activation, characters created by artist Evan Keast interacted with guests. In partnership with SXSW, FOX Entertainment's NFT studio Blockchain Creative Labs released a collection of rare and limited NFTs at its Trinity Hall immersive experience. Marcel.Art, another NFT platform, hosted a gallery in the nearby Fairmont Hotel. AI-powered NFT marketplace Kreatr launched at SXSW with a gallery on 6th Street. What Penske Media’s 50% Stake in SXSW Means for the Festival, and Its New Owner

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Here's a Look Inside SXSW's Biggest Brand Activations

For the first time in three years, the in-person festival takes over Austin, Texas

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Kathryn Lundstrom

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Kathryn Lundstrom