SXSW Interactive 2014: Strong brand engagement

Posted by on March 20, 2014

SXSW Interactive 2014 came and went in a flash. After a few days in Austin, I was back in my office tending to regular client work, but still thinking about brands that made a splash at SXSW.

I keep coming back to all the brands that popped up at SXSW, leveraging the thousands of influencers crawling the streets of Austin. And, I mean literally popping up! For example, an empty lot turned into a Nespresso experience overnight. What could be better on a cold rainy day than a free hot coffee and charging station in warm tent that looked like a giant coffee pod?

Nespresso created an enjoyable experience for conference goers while pulling off an effective marketing stunt that included a contest for free product. And, it all got people talking about their brand using a campaign hashtag #TheCoffeeRevolution.

Amongst a sea of Apple product-loving consumers, Microsoft jumped on the #SXSWproblems hashtag to help people out, even giving one group that had their laptops stolen new computers. Clearly lots of legwork was done in advance so they were positioned to join the conversation. This was a great example of a brand monitoring social media, joining the conversation and getting exposure with interactive influencers.

Not only do I remember these brands, but I bet some of the thousands of people that passed through Austin do too. What brands stood out to you, and how were they effective in engaging with attendees?


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