Why American Greetings Disrupted SXSW's Digital Spirit With an Analog Activation


A greeting card company isn’t the first (or second or third) brand you’d expect to stage a massive activation at South by Southwest Interactive. And that’s exactly why American Greetings wants to disrupt the festival’s digital focus with a fully analog event.

“The human brain works in an analog fashion,” said Alex Ho, executive director of marketing for the Cleveland company. “Our role at SXSW is not to say that analog is a replacement for digital or is more or less relevant—it is simply that digital and analog are complementary and they both have unique roles in today’s world.

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