How Are Brands With Activations Coping After South by Southwest’s Cancellation?

Brands with on-the-ground plans work to mitigate financial losses

three memorable sxsw activations
Lush, HBO and Bumble had all planned to return to SXSW with activations this year. Dianna McDougall for Adweek, Laura Delacruz

For the first time in South by Southwest’s 34-year history, its host city of Austin, Texas canceled the cultural festival as the coronavirus—the pathogen that causes the illness COVID-19—threatens to become a pandemic. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.