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Over the past few years, brands have ramped up the number of immersive experiences at South by Southwest in Austin, Texas. So it makes sense that the festival would seek to recognize that work. This year, SXSW created a new awards program, the SXSW Creative Experience Arrow Awards.
“SXSW has long hosted awards for technology innovation, film and music,” said Roland Swenson, SXSW CEO and co-founder. “The presence of agencies and brand activations has grown to such a sophisticated level at the event that it made perfect sense to add this recognition.”