Here's How Brands and Marketers Are Navigating the All-Virtual SXSW 2021

Participants are leaning on VR and mailers to bring the festival into the homes of attendees

When South by Southwest (SXSW) was canceled last year—just days before the event was slated to begin—100,000 cases of Covid-19 had been reported worldwide, and none had been identified in Austin, Texas. Instead of experiencing an influx of more than 400,000 people, the city sat relatively empty on March 13, 2020, reeling at the lost income for local venues, bars and restaurants.