SXSW is increasingly attracting brands and industries – what is the story behind this evolution?
Hugh: Brands and industries like coming to SXSW for the same reason that creative, forward-thinking individuals do. The event is one of the best places in the world to discover what will be hot in two or three years, ranging from technology to music to film. As far as brand presentations go, there’s nothing as big as Westworld planned for 2019. But if you are a fan of Game of Thrones, then you’ll probably enjoy their activation.
Todd: As a large creative event covering a multitude of industries and creative fields, we create an environment where brands and industries want to see what's next. It's been a natural evolution. They’ve always been a part of SXSW to varying degrees over its lifetime. Recently we have seen a nice uptick in brand participation, and if done right, brand activations can really complement the attendee experience, and bring a lot of value to the spirit of SXSW. When you’re interested in hearing more, here are some great sessions around that topic: Experiential is the New Viral: Find Yours, Upgrade Your Experiential Storytelling with D&D, and Immersive Marketing: Beyond the Instagram Place.