One of SXSW’s most popular houses was this writing instrument-centric studio from the Newell Brands company, highlighting its Sharpie and Paper Mate brands at downtown Austin bar Icenhauer’s. It was produced by Coffee Labs and ZENO. The "Let’s Get Creative" campaign centered on Sharpie’s new Creative markers and Paper Mate’s new gel pens.Photo: Courtesy of Sharpie x Paper Mate
AUSTIN, TEXAS—Austin’s biggest festival and conference, South by Southwest, took place March 8-16, drawing nearly 300,000 attendees to the city's epicenter to partake in the sprawling interactive film and music conference.
Compared to previous years, this year’s SXSW had a slightly more laid-back feel. Notably, some bigger companies like HBO opted not to host public-facing events, while others, like Netflix, shifted to more focused engagements. Many of the activations chose to prolong their time in the city, extending longer than the festival's typically jampacked first three days. First-time SXSW activator Pourri, for example, chose to host its events during the tail end of SXSW, using the comparatively less busy period to engage with festivalgoers.
Elsewhere, returning brands like Amazon Prime, Audible, and Porsche did what they did best to engage with attendees, leaning into attention-grabbing programming, share-worthy sets, and plenty of interactive photo ops. Here’s a look at some standout activations and events from SXSW 2024.
Sharpie x Paper Mate Studio
One of SXSW’s most popular houses was this writing instrument-centric studio from the Newell Brands company, highlighting its Sharpie and Paper Mate brands at downtown Austin bar Icenhauer’s. It was produced by Coffee Labs and ZENO. The "Let’s Get Creative" campaign centered on Sharpie’s new Creative markers and Paper Mate’s new gel pens.
Photo: Courtesy of Sharpie x Paper Mate
The highly colorful space included two interactive rooms. The Sharpie Interactive Closet allowed people to draw their designs on white baseball caps using the product.
Photo: Courtesy of Sharpie x Paper Mate
And then the Paper Mate Joy Lounge had mailable postcards so people could write messages to friends and family. A backyard space, meanwhile, hosted programming like workouts and a Q&A with Mindy Kaling.
Photo: Courtesy of Sharpie x Paper Mate
Attendees were given clear pouches with pens and a drink card where they were encouraged to draw their desired drink to give to the bartender who’d make it for them. These drink tickets were then taped to a wall.
Photo: Courtesy of Sharpie x Paper Mate
The vibrant space featured colorful details such as jewel-toned soft bar stools; bold strips of colors lining pathways and window/door frames; floral illustrations; and, of course, plenty of pens and markers everywhere. People were encouraged to color in the outline mural in the front of the space, as well as create their own coasters.
Photo: Courtesy of Sharpie x Paper Mate
Prime Video’s 'Fallout'
A SXSW regular, Amazon Prime focused on its new television series based on a video game for the festival. For Fallout, the company re-created a Western-slash-post-apocalyptic shantytown from the series in the parking lot of Hotel San José, produced by Unobtainium with design and fabrication by MadeFirst.
Photo: Jeff Kravitz/Getty Images for Prime Video
The alfresco space had a tunnel entrance, actors playing town people, and built-out areas of exploration like the dentist’s office or the sundries shop. The decor leaned into the post-apocalyptic theme with rusted tin, dried floral arrangements, draped netting, and a retro television at the bar.
Photo: Jeff Kravitz/Getty Images for Prime Video
Attendees were able to play games such as the Arms Dealer, where they had to shoot items, or the taxidermy lasso area to win bottle caps; they could also participate in a photograph-based scavenger hunt to win items. The food and drinks stemmed from the show, such as the Fancy Lad Snack Cakes, and cocktails like the Rum and Nuka Cola (a reference to the canned soda from the show). During the press and VIP preview of the activation, the cast and crew were on hand to preview a scene from the show.
Photo: Jeff Kravitz/Getty Images for Prime Video
Porsche Full Service
One of SXSW’s super sponsors, luxury vehicle brand Porsche turned downtown venue Brazos Hall into a fully immersive car-centric space, produced by Czarnowski Collective and Public School. The space was meant to feel like a full-service gas station, complete with an entrance with branded goods and postcards.
Photo: Race Service
Guests walked through a beverage display door, then through the car wash, and ended up in the main area with many Route 66 references. There was a motel wall where doors showcased various sensory components of the cars, such as the rearview mirrors and hanging scented car fresheners. Then there was the garage area with tire decor and a display car featuring a stage for live music performances and an electric bicycle product. Another space featured arcade video games, like the brand's collaboration with the video game Overwatch 2 and a life-size figure from the game. Another post office space, which highlighted cities that the Porsche Travel Agency covers, let people write and mail postcards.
Photo: Race Service
The colors for each section stemmed from Porsche-branded hues, from the blue store space to the green car wash to the purple motel.
Photo: Race Service
The Audible Sound Experience Carnival
Amazon’s audiobook service Audible turned a downtown Austin parking lot into a full-on carnival during SXSW, in an activation produced by Civic Entertainment Group and Civic Entertainment Group PR. In the Ferris wheel booths, riders could pick their preferred genres on a touchpad, which would then play an audio series in that selected category.
Photo: Audible
On the ground level, attendees could play various carnival games that highlighted Audible genres. After collecting stamps on a card, they were able to redeem it for prizes such as apparel or Fire Sticks. There was also a listening wall with headphones set up so that people could listen to various shows.
Photo: Audible
The carnival’s opening night was the After Dark Party hosted by Brooklyn creative collective House of Yes with a performance by The Knocks.
Photo: Audible
Shipt's Street Marketing Campaigns
Retail technology company Shipt highlighted its same-day deliveries during SXSW with two street marketing campaigns, produced by LaForce NYC. Its Shopper Chopper was an oversize shopping cart from which staffers handed out essential products for people attending the festival, such as canned beverages and snacks. The company also had staffers driving around branded scooters with similar items.
Photo: Max Photography
Paramount+’s The Lodge
The streaming service brought back its après-ski-themed lodge space this year for SXSW, in line with its Mountain of Entertainment campaign, at downtown Austin’s Clive Bar. It was produced by 15|40 Productions.
Photo: Line 8 Photography
The two-level space featured areas dedicated to various programs from the subscription service, such as the vibrant pink speakeasy bar with a specialty cocktail, candy, and a book prop from the new Mean Girls film. There was also a sports bar with games and displayed jerseys, plus a ski lift per the theme.
Photo: Line 8 Photography
Photo ops allowed guests to post in the USS Discovery shop from Star Trek: Discovery (which also offered a keychain trinket) or create their own "wanted" poster with a chosen alias in the Western-themed speakeasy for Lawman: Bass Reeves. Attendees were also able to get airbrushed tattoos featuring images from various Paramount shows and movies in the Ink Master chair.
Photo: Line 8 Photography
There was a hotel check-in desk setup for one of its new shows, Gentleman in Moscow, where guests were given a key and told to speak to the bellboy—who told them to go to the bar with their key to get a secret free drink.
Photo: Line 8 Photography
Paramount+’s Building Wraps
The streaming service’s SXSW footprint extended sky-high with the help of KAP Media, which created custom building wraps promoting several of its new television series. Downtown hotel Fairmont Austin featured giant wraps promoting Halo, Elsbeth, Ghosts, and Tracker, while the entrance of the hotel featured wraps about IHeartRadio’s podcast awards. Nearby at the Marriott Downtown Hotel, there were wraps for Star Trek: Discovery.
Photo: Serenity Media
Hook ‘Em House
The University of Texas at Austin used SXSW as an opportunity to showcase all the college has to offer through its space at downtown music venue Antone's, which was produced by in-house teams along with ES Productions.
Photo: Matt Lief Anderson
Centered on the motto “What Starts Here Changes the World,” there were daily panels with alumni and professors, nightly concerts and DJ sets, art installations, college basketball watch parties, and even a parade by the official marching band through downtown Austin leading into the venue.
Photo: Matt Lief Anderson
The entrance hallway featured neon lights on the ceiling as well as a chair area where guests could get custom laces added to their shoes. The interior leaned into the college aesthetic, with the school’s official burnt orange and white colors everywhere, the floor mimicking a basketball court, a large photo mural of the campus, and the hallways leading to the bathrooms decked out to look like locker rooms.
Photo: Matt Lief Anderson
The LaCroix House
The sparkling water brand created an entire house experience themed to LaCroix in East Austin for SXSW, taking over Inn Cahoots’ Austin Garden & Studio space. People entered the colorful building through a vending machine door, where they ended up inside the home with a living room; a kitchen with a photo op by a professional photographer; a bathroom area with sinks, vanities, and even a standing shower for selfies; and a bedroom with a bed and DJ booth.
Photo: Nadia Chaudhury for BizBash
The bar focused on mocktails (no alcohol here!) using LaCroix flavors such as mojito-mint and guava. There was also an outdoor swag station covered in metallic and pastel tassels, which offered giveaways like pins, tote bags, and caps.
Photo: Nadia Chaudhury for BizBash
Marshall Funhouse
Music amplifier company Marshall turned East Austin venue Parish—and its adjacent parking lot—into a big carnival during SXSW Music. Per the theme, there were various carnival games like ring tosses and darts, where winners would receive wooden nickels redeemable for pins, tote bags, shirts, and bandannas.
Photo: Pooneh Ghana
For food, there were Austin pop-ups Bad Larry Burger Club with smash burgers and Zee’s Wiener System with Rhode Island-style hot dogs. An indoor section featured a record store run by Austin shop Breakaway Records, as well as informational tables by nonprofits Sims Foundation and Women in Vinyl. Artists performing at the house were also able to get customized earplugs.
Photo: Pooneh Ghana
Pourri’s VIP Bathrooms
The spray deodorizer company tackled its first-ever SXSW with a multi-activation approach. The first was a traveling street team that handed out Poo-Pourri pocket sprayers that also functioned as an NFC tag, which was created in house and with The Ninth. People were able to tap it to their phones and get special access to the company’s events as well as a map to its branded toilets, dubbed the VIP toilets, which were found in bright trailers with signage telling people to “get funky.” The device serves as a preview to the company’s fuller tap program and mobile app, which will debut later in 2024.
Photo: Nadia Chaudhury for BizBash
Pourri’s Funk Factory
One of Pourri’s larger activations was the Funk Factory in collaboration with Rolling Stone and produced in house, which took place at the downtown bar Speakeasy. The multilevel space featured bold, deep colors, including vibrant floral arrangements, hanging disco balls, and a highly decorated bathroom with decals and red-lit toilets. The rooftop terrace was the site where CEO and founder Suzy Batiz recorded her podcast, “Holy Shit!”
Photo: Rick Kern/Getty Images for ~Pourri
Downstairs at Speakeasy hosted live musical performances and DJ sets, including one by Janelle Monáe and another by Questlove.
Photo: Rick Kern/Getty Images for ~Pourri
Pourri’s The Camp Funk Experience
Pourri’s other larger-scale activation was this camp-themed alfresco space produced in house, centered on a giant 30-foot inflatable poo structure (yes, you read that right). Inside, people could take photos amid a projection video and pose next to a golden toilet.
Photo: Nadia Chaudhury for BizBash
Staffers were dressed up like camp counselors, and comedian Jay Chandrasekhar was on the scene competing in hot dog-eating and beer-chugging contests with fans.
Photo: Nadia Chaudhury for BizBash
Tide Evo
The laundry detergent brand used SXSW to give attendees a preview of its newest product, Tide Evo. It took over downtown winery and wine bar Wanderlust Wine for an activation produced by MKG.
Photo: Courtesy of MKG
Through a laboratory set, members of the brand's research and development team demonstrated how the detergent worked in action. This included disintegrating the tab in water and showing how it cleans a strip of white fabric doused in red chili oil. Attendees were also given samples of the detergent, which hasn't yet been released.
Photo: Courtesy of MKG
The physical space also included a station showcasing various Tide scents, lots of its signature blue and orange colors, and two photo ops—one mimicking how the tab cleans with floating bubbles, and an outdoor one showcasing the strips of fabric.
Photo: Courtesy of MKG
Reddit at SXSW
The community message board turned its content into real-life engagements with its SXSW activation, which was produced by Giant Spoon at South Austin restaurant Two Hands.
Photo: Courtesy of Reddit
Along with programming, the space served food and drinks that were recommended by fellow Redditors.
Photo: Courtesy of Reddit
The Delta Lounge at SXSW
The airline company was one of SXSW’s super sponsors, which meant its footprint was large during the festival. It started off with an installation at Austin-Bergstrom International Airport’s Gate 10, where guests were able to get a guide to the festival produced by Delta Air Lines. SkyMiles members were also able to pick up their SXSW badges through an express lane at the registration hall at the Austin Convention Center.
Photo: Dorothy Hong
For the public, there was the Delta Lounge, which had taken over downtown restaurant Estelle’s and was produced by Red Velvet. The entire space was transformed with the airline’s signature red and blue colors, from red florals to blue plush seating, as well as with vintage Delta travel posters.
To showcase Delta’s flight footprint and its partnership with Starbucks, there was a daily coffee happy hour. The Starbucks Global Magic House featured daily international drinks that aren’t available in the United States, such as the dulce de leche latte, which is available in Latin American and Caribbean countries.
To showcase Delta’s flight footprint and its partnership with Starbucks, there was a daily coffee happy hour. The Starbucks Global Magic House featured daily international drinks that aren’t available in the United States, such as the dulce de leche latte, which is available in Latin American and Caribbean countries.
Photo: Dorothy Hong
Attendees were able to visit the Gifting Salon—which also showcased vintage Delta crew apparel—and pick out one piece of clothing branded specially for the event. Options included a sweatshirt, hoodie, or hat.
Photo: Karston Tannis
50th Anniversary of 'The Texas Chain Saw Massacre"
In honor of the 50th anniversary of horror film The Texas Chain Saw Massacre, and to promote the new special-edition box set, Dark Sky Films tapped Lupine Creative to create a chilling display. An Austin-based ice sculptor carved a block of ice into the movie’s villain, Leatherface, and the TCM logo at downtown brewpub Stay Put—using an actual chainsaw. When he was finished, actors from the original film including Teri McMinn, Ed Guinn, and Allen Danziger posed for a photo.
Photo: Courtesy of Lupine Creative
ICON’s Domus Ex Machina
Construction technology company Icon showed off its three-dimensional building technology during SXSW, with an event produced with BMF at South Austin’s Long Center. First, there was a film screening showcasing the company’s work and a keynote by co-founder and CEO Jason Ballard. That was followed by an in-real-life demonstration of its robotic building arm in action outside.
Photo: Roger Ho
Spurs x H-E-B
San Antonio basketball team the Spurs teamed up with Texas’ major supermarket chain H-E-B to promote the market’s branded ice cream with the Hoops & Scoops activation, produced by Rally Dept. There were hosted events at various Austin bars where the commercial was played and samples were offered. Guests were invited to compare their heights to the very tall center and power forward player Victor Wembanyama via ice cream cartons.
Photo: Ricky Clack
There was also a branded Snapchat AR filter where guests were invited to sit in a hairdresser’s seat while the app added hair overlays seen from the commercial.
Photo: Ricky Clack
Cherub
Cherub, a platform that connects angel investors with interested entrepreneurs, used its pop-up to take a different angle on the retail shop. The company’s space, produced in house, featured goods and items that weren’t purchasable—rather, attendees could invest in the businesses instead. This included brands like Westbourne, Criya, Esker, Behave, and more.
Photo: Courtesy of Cherub
'Roadhouse' and 'The Idea of You' After-Parties
This year’s SXSW hosted the world premieres of two of Prime Video's anticipated movies, Roadhouse and The Idea of You, both of which held after-parties in Austin that were designed and produced by Bespoke Bohéme with fabrication by 3 Line Productions.
Roadhouse’s party (pictured) was held at East Austin venue Fair Market. The space was turned into a Florida roadhouse, per the film, with bold-colored uplighting, taxidermied fish, tropical greenery, a bar with a thatched awning, and hanging globe lights.
Roadhouse’s party (pictured) was held at East Austin venue Fair Market. The space was turned into a Florida roadhouse, per the film, with bold-colored uplighting, taxidermied fish, tropical greenery, a bar with a thatched awning, and hanging globe lights.
Photo: Line 8 Photography
Guests enjoyed cocktails, airbrushed tattoos, a DJ set, and live music.
Photo: Line 8 Photography
The Idea of You’s party took over downtown venue Estelle’s. It featured decadent florals by House of Margot Blair, plus custom popsicles, spin art, and glitter artists.
Photo: Courtesy of Bespoke Bohéme
'The Idea of You' Street Marketing
Also to mark the premiere of Amazon and MGM Studios' The Idea of You, the studio set up several engagement points for festival attendees, produced with its agencies FCA and Overheard (Doing Things). This included pink newspaper kiosks scattered throughout the city, with a branded publication and a poster of August Moon hidden inside. Some lucky newspapers had a ticket, which could be exchanged for merchandise like sweatshirts and clear backpacks. During the actual premiere, staffers handed out fake VIP passes for August Moon with a QR code leading to the movie’s landing page on Amazon.
Photo: Brooke Wilson
'The First Omen' Confessional Booths
Although 20th Century Studios’ film The First Omen didn’t play at SXSW, the film studio used the festival to engage with attendees through an immersive confessional booth. Guests entered the space by themselves or as part of a group, and underwent a two-minute interactive experience with a priest and a jump scare. Guests were then handed a folder file with a photo of themselves from the scare, a synopsis of the interaction, and a redacted memo. There were two downtown locations, including one right across the street from the Paramount Theater—the site of film premieres during the festival.
Photo: Nadia Chaudhury for BizBash
The Australia House
The country of Australia is a longtime SXSW activation participant, and this year, it chose to focus on the continent's western coast. The opening night party featured a life-size mascot of the adorable quokka, as well as a giveaway of stuffed animals of the creature. During the daytime and evenings, the space hosted various programming, panels, and other after-parties, as well as two days of concerts by Australian bands during SXSW Music. Australian coffee shop Bluestone Lane set up shop as the on-site cafe, serving espresso drinks.
Photo: Roger Ho
House of Robb
The luxury brand magazine's SXSW pop-up was designed by the Robb Report in collaboration with LDJ Productions. On deck was programming—including a conversation with celebrity chef Giada De Laurentiis—as well as wine and liquor tastings. Canapes and bites such as caviar and salmon, served on tiered stands, were created by Houston chef Junior Borges and Austin chef Nic Yanes. Also on site? An in-real-life version of the publication’s online shopping site, the Vault, featuring items and experiences such as Daisy Tempest wooden guitars, 64 Audio ear monitors, and handmade kitchen knives.
Photo: Dusana Risovic/Courtesy of Robb Report
'Hacks' Season Three Premiere
While attendees waited for the premiere of season three of the series Hacks, Lupine Creative agency and Max employed street teams to engage the lines in a Las Vegas-inspired stunt. Four groups went around to people in line and to various other areas where drag queens—decked out to look like main character Deborah Vance—and magicians would interact and perform tricks. Each group had an assistant carrying a cigarette tray filled with winnable swag.
Photo: Courtesy of Lupine Creative
Create with Kendra Scott
Austin-based jewelry company Kendra Scott hosted a series of workshops at Hotel Magdalena, produced by Sunset Studios with fabrication by MadeFirst and florals by Posey Floral. There was the free Color Bar experience, where people could create custom jewelry pieces. Then there was a shoppable custom hat bar that also featured items from its Yellow Rose Line and a charm bar. Attendees were also invited to contribute to a tiled mural for the Uvalde Love Project, which will go to a family center in the Texas center after it’s done.
Photo: Keelyn Costello Media
Cinema Center
Hospitality lounge pop-up Cinema Center hosted premiere parties for various SXSW films at downtown Austin bar Higbie’s. These included Immaculate with Sydney Sweeney and Doin’ It with Lily Singh. Hendrick’s Gin, via parent company William Grant & Sons, created the cocktail menu, which included drinks like the Grand Cabaret Spritz Royale and the Grapefruit Collins. Elsewhere, there were wines by Sommsation and Peroni beers.
Photo: Photagonist.ca
The Balcones Retreat
Texas whiskey distillery Balcones set up a one-day tasting room and live music hub oasis out in East Austin, produced by Sidecar Creative Agency. The venue featured an indoor space with art elements showcasing how the whiskey is made, including an outline of Texas pinpointing where its facilities are located and where it sources ingredients. The outdoor cocktail bar was run by local spot Nickel City, featuring its frozen Irish coffee drink. And then there was food by Waco-based restaurant Helberg Barbecue. There was also a shop run by Marfa company Sendero, which included a free branded bandanna for guests.
Photo: Kellie Kay Veach
National Geographic's 'Queens' Mural
To promote National Geographic’s new history series Queens, the brand produced a large mural with Idlewild Experiential at East Austin Hotel. The artwork, done by muralist Erin Yoshi, featured phrases and images inspired by the television series.
Photo: Suzanne Cordeiro/PictureGroup for National Geographic
CitizenM’s Opening Party
As a SXSW-adjacent event, international hotel chain citizenM, which recently opened its first Austin location, used the festival as an excuse to celebrate its grand opening. The immersive party, produced with DesignScene, included themed rooms. A dedicated karaoke space dubbed the Rock Room, for example, allowed people to sing pop hits in front of a skyscraper skyline background.
Photo: Alison Narro
There was also what the brand called the “world’s tiniest comedy club,” featuring sets by comedians Mimi Meier and Geoffrey Eggleston; guests were also invited to the stage to try out their bits. And, in line with Texas’ mechanical bulls at bars, the hotel set up a bucking bed, where attendees were able to attempt to stay on the moving ride.
Photo: Alison Narro
The Wear House
Fashion media company Fairchild Media Group’s SXSW activation centered on a combination space for several of its publications—WWD, BeautyInc., FN, and Rivet—in downtown Austin venue 800 Congress. It was produced by Fairchild Live, with audiovisual production by LDJ.
Photo: Brynn Osborn
Per the theme of “Innovation, Insights, & Influence: The Art of Storytelling in Fashion and Beauty,” there were several engagement points on site. Those included footwear company FitFlip’s recovery lounge with drinks and a shop; beauty product Mielle Organics’ pretty beauty shop setup; Lowe’s style studio through Apple Vision Pro glasses; and a back area dedicated to Tommy Hilfiger’s next fashion line.
Photo: Brynn Osborn
SHE Media Co-Lab
The media company hosted its second-ever Future of Health event fittingly at East Sixth fitness studio YTX. It was produced by IEC and LDJ, and included programming like panels with Brooke Shields, Katie Couric, and others. The Edward Jones Studio shot professional headshots for attendees. The plusOne Wellness in Bloom was a flower cart offering related products; there was also a CocoaVip smoothie station and a Laird Superfood area with lattes.
Photo: Daniel Cavazos for SHE Media/Flow Space
Urban Outfitters YOUniverse
Clothing store chain Urban Outfitters held its annual UO Live Showcase again this SXSW, within its own campus neighborhood venue Space 24 Twenty. There were panels and live music, including a performance by Tierra Whack, who is also releasing a special limited vinyl of her record World Wide Whack and a special shirt with the store. This is part of the chain’s relaunch of its online retail site, UO Music Shop.
Photo: Chad WadsWorth
The Unwell House
Podcast "Call Her Daddy" host and creator Alex Cooper and friends hosted the Unwell Network’s pop-up during SXSW, a co-production with the in-house team and Foster ATX. There was a tea station dubbed Spill the Tea run by Saint James Tea, a cocktail bar run by Lobos 1707 Tequila, and loads of special guests and musical performances. The Carbone Fine Food group also served its popular spicy rigatoni, and chef Mario Carbone led a cooking demonstration.
Photo: Aaron Idelson
National Independent Venue Association’s SXSW Showcases
The independent live entertainment venue association used SXSW to showcase bands, musicians, and artists who had begun their careers at the very same places. This included day- and nightlong shows at two of its member venues, C-Boys and Antone’s, with performers like Sir Woman, Oh He Dead, and Sabrina Ellis.
Photo: Cody Ross Cowan, NIVA
'3 Body Problem' Projection
As part of the SXSW premiere of the new Netflix show 3 Body Problem, the streaming service fabricated a huge alfresco three-dimensional projection featuring visuals and scenes. The 50-foot-high projection showcased visuals, scenes, and the show’s avatar character, Sophon, which was unveiled with a countdown with the cast and crew present on Friday evening. At the premiere of the show, the audience wore recreations of the virtual reality glass sets from the series.
Photo: Courtesy of Netflix
