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

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

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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.

The festival, which was slated for March 13-22, provides an outlet for brands to reveal some of their buzziest experiences of the year. Recent editions have been home to notable activations from HBO, Instagram-worthy stunts from Hulu and Amazon Prime Video, and creative activations for up-and-coming brands such as phone carrier Visible



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