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American Greetings wasn't the only brand hoping to disrupt South by Southwest's tech focus. As part of an effort to relaunch its Take 5 candy bar, Hershey's took the brand to Austin, Texas, with an activation from creative shop Barkley. Called the Swag Exchange, the activation allowed SXSW attendees to exchange, well, swag they didn't want for something they actually did.
"When we think about the Take 5 bar, it's all about what we like to call the 'ultimate remix creation,'" said Margo McIlvaine, senior associate brand manager for Take 5.