Why SXSW Started an Awards Program Recognizing Immersive Experiences This Year

Winners included HBO and Giant Spoon, and Sony Brand Design Platform

HBO's investment in creating an immersive experience for Westworld fans at SXSW scored the Best Immersive Experience Arrow Award. HBO/Giant Spoon

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.

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@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.