In the city of creativity and celebrating the unusual, how will your activation be the talk of the town?
Pop-up parties in the most unexpected places, interactive experiences that have people buzzing long after the event, and street activations that stop them in their tracks… anything is possible in the land of the Longhorns.
Here are five points of inspiration to make sure you’re not just activating at SXSW Austin – you’re owning it.
1. Fuel Their Day
SXSW Austin attendees are constantly on the move, hopping from one event to another. Brands can play a unique role in making sure they never miss a meal. Taking over a restaurant in the center of the action is a win-win scenario that marries function and brand presence, and connects audiences through sensory associations like taste for better recall.
Take inspiration from this classy café we took over in Cannes, France.
Welcome to The WSJ Bistro. Partnering with a local establishment (strategically selected for its prime location and natural footfall), we transformed a tired French café into a premium and branded bistro experience during Cannes Lions.
Across napkins and menu settings, table placing, and window graphics, The Wall Street Journal’s strong branding transformed the space into a visual feast of clean lines and bold lettering – adding an unmissable WSJ beacon to the Croisette.
The result? An open-door, open-all-day focal point for attendees navigating WSJ’s main activation, Journal House, and a welcoming dining experience that communicated the brand’s essence without overwhelming guests.
2. Storefront Takeovers and Local Partnerships
Downtown Austin’s blend of historic charm and modern innovation offers a unique backdrop for brand activations. Nestling your experience next to iconic local businesses, or even collaborating with them, provides a natural way to draw delegates into your brand’s story.
By creating your own pop-up or partnering with an established shop, you can craft a memorable experience that seamlessly fits into the city’s vibrant culture and stand out in an organic and engaging way.
See how we created an interactive product store for TripleLift.
From RFID-activated product films, to an ever-changing interactive wall, to curated ice cream flavours in partnership with local vendors, the gamified storefront was where imagination came alive. And people loved it.
It’s not easy to get 17,349 impressions during an event that has 12,000 delegates. You do the math.
3. Escape The Conference Room
The key to sourcing a venue is finding a location that not only tells a story but also enhances the overall experience. The aim is to make your brand a part of the destination itself.
In Austin, you could embrace an iconic venue that reflects the city’s unique character. Whether it’s a rustic music hall, a historic site, or an industrial space, you’ll create a truly memorable and authentic experience for your audience.
In our collaboration with XAXIS, we reimagined their corporate event “Deviate Innovation Summit”. In the once-abandoned tunnels beneath London’s Waterloo Station, we turned a historically unconventional space into an immersive brand environment.
“A really big thank you to everyone at Cheerful Twentyfirst for making Deviate such a success. We have had nothing but positive feedback and a lot of questions on when the next one will be!”
– Director of Marketing, Xaxis
4. Invite Guests to Come to You
Get close and intimate with your audience by hosting at home – at your Austin office.
This is a great opportunity to showcase your ethos and your presence within the region. If your company has offices in Downtown Austin, make use of the perks of being your own boss. No venue fees and unlimited creative possibilities.
The Vodafone x Porsche partnership launch is a great example of how working in your own space can open up possibilities that are otherwise unthinkable.
Did we crane a race car into Vodafone’s London HQ overnight? Yes… Yes we did.
5. Harness SXSW Austin’s Nightlife
Austin’s nightlife is incomparable. We’d call it a mix of country madness and pop culture galore. But, what if the party didn’t stop at sunrise?
For an experience with a heavy AV lean, taking over a nightclub can open up plenty of opportunities. Panels by day, dancefloor by night… and everything else in between. Just because it is serious business, it doesn’t mean it can’t be serious fun.
Events like our YouTube Unboxed conference are a music lover’s wildest dream and a senior executive’s best friend. For YouTube, we used a three-part spatial design (and the nightclub’s in-house AV capabilities) to tell a fully immersive product story. Every wall became a canvas – even the roof.
Fun meets business meets unbeatable ROI: 84% of attendees reported intent to increase their ad spend with YouTube following the event.
Ready to take over SXSW Austin?