SXSW is known for its innovative and boundary-pushing event activations, often blending technology, creativity, and a strong sense of community. As a result, these activations create experiences that leave a lasting impact.
Attractions, whether museums, zoos, theme parks, or festivals, can learn valuable lessons from the brands that put on their best during SXSW.
In this post, we’ll explore the best SXSW activations of all time and what attractions can learn from each one.
- What’s the role of brand activations?
- What can tours and attractions learn from these SXSW activations
- Key elements of successful SXSW activations
- The 15 best SXSW activations from the last decade
- How to implement these strategies in different types of attractions
- Key considerations when launching your own brand activation
What’s the role of brand activations?
In the context of SXSW, brand activations go beyond simply promoting a product or service; they focus on creating memorable experiences that resonate with attendees on an emotional level. At its core, a brand activation aims to impact your audience emotionally.
Brands create out-of-the-box experiences to engage with consumers more meaningfully, whether through tech demos, live performances, or immersive environments. The idea is that when people are emotionally invested in an experience, they are more likely to remember the brand and become advocates for it.
Making your brand stand out in crowded and competitive environments like SXSW can be challenging. This is why we often see some of the best brand activations of the year during the event. The bigger the wow factor, the more recognition the brand will receive.
One of the potent aspects of brand activations at SXSW is the potential for viral social media engagement. These events are often designed with social shares in mind, providing several visual stunts that trigger a post. This organic, user-generated content can amplify a brand’s message far beyond the physical space of the activation.
At SXSW, brand activations are about more than marketing. They are about positioning yourself as a brand in touch with the latest cultural trends. For attractions looking to engage visitors in new ways, these activations serve as a blueprint for offering unique experiences that resonate long after the initial hello.
What can tours and attractions learn from these SXSW activations
SXSW activations are outstanding examples that show us how to engage visitors with immersive experiences. These are the biggest brands in the industry, and they bring it all to the festival every year — expertly combining creativity, local culture, and interactive elements.
Here are three key lessons that tours and attractions can take from the best SXSW activations:
- You can use an event or festival to showcase new products or services. Just as Tide used SXSW to launch its new eco-friendly detergent, attractions can also showcase new offerings or services. For example, a national park could introduce a new eco-tourism initiative, demonstrating how to act while hiking.
- Every activation should incorporate multi-sensory elements. Porsche’s Full Service experience went beyond visuals by engaging multiple senses, like releasing the sound of an engine roar behind a secret door. Attractions can create similarly engaging experiences by incorporating sounds, smells, and tactile elements to enhance visitors’ connection to the environment. A museum, for instance, could use soundscapes to bring history or art to life.
- Partnering with relevant brands or experts can add credibility to your pop-up. Sharpie and Paper Mate collaborated on a creative studio, Tide brought in scientists, and HBO hired actual stunt performers. Smart partnerships can extend the reach of your attraction and add value to attendees’ experiences.
Events or festivals are ideal opportunities to showcase new products or services, incorporate multi-sensory elements, and partner with relevant brands or experts to reach your audience creatively.
Key elements of successful SXSW activations
Below, you’ll read about over a dozen brands that nailed the assignment. Here’s why their activations stood out to us.
Make visitors a part of the story
The SXSW experiences we’ve included go beyond traditional marketing. They engage multiple senses — sight, sound, touch, and even smell — while creating an atmosphere that immerses visitors in the brand. For example, Porsche’s Full Service activation combined a physical space with sensory experiences like the roar of an engine and the scent of car air fresheners. This kind of experience makes visitors feel as though they are part of a story, rather than just observing it.
Now is the time to experiment with cutting-edge tech
The best activations often leverage cutting-edge technology. Samsung, for example, relied on VR (virtual reality) experiences to set itself apart from other brands. Everything from virtual or augmented reality to interactive touchscreens and mobile apps can enhance the visitor experience.
Creatively showcase your brand in an interactive experience
Rather than simply showcasing your offerings, you can embed them into fun activities that align with your brand identity. For example, a whiskey distillery could set up an interactive tasting room where guests can sample different varieties and craft their blend. The experience could include a mini “whiskey lab,” where they learn about aging and how to blend different grains to achieve their desired flavor.
Use storytelling to tap into visitors’ emotions and
Tapping into emotions like curiosity, wonder, or joy can make experiences more memorable. Again, engaging the senses and exercising storytelling techniques are great ways to do this. For an outdoor brand, consider harnessing an emotional connection around themes that resonate deeply with your audience, like wildlife conservation. The brand could inspire a sense of urgency and pride in protecting nature by sharing impactful stories of endangered species or successful conservation efforts.
Make it shareable
SXSW activations thrive on social media sharing, and many brands design their experiences with virality in mind. Spotify House at SXSW was a perfect example, with each corner of the space featuring Instagram-worthy moments, from the interactive stages to the vibrant decorations. Photo spots, branded hashtags, colorful murals, and anything out-of-the-box can encourage social media sharing.
The 15 best SXSW activations from the last decade
1. The Delta Lounge
As a major sponsor of SXSW, Delta Air Lines created several activations at different customer touchpoints, from the airport to downtown Austin. At the airport, its loyalty members were treated like VIPs in an express lane for badge pickups. Yet the campaign’s centerpiece was Delta’s premium pop-up lounge, which took over a downtown restaurant and provided visitors with free drinks, snacks, and branded merchandise.
What Delta did well: Delta excelled at creating an environment that embodied the airline’s brand identity. The pop-up lounge echoed the comfort of its airport lounges, and the branded merchandise allowed loyal customers to boast their love for the airline. Delta also highlighted its partnership with Starbucks by providing a daily coffee happy hour featuring international drinks unavailable in the U.S.
What attractions can learn: An attraction can also create themed pop-ups that reflect its brand. Customers will instantly recognize the activation by incorporating design elements that align with its identity. Likewise, the atmosphere should evoke the emotions guests might feel during their visit, whether it’s excitement, curiosity, or a sense of adventure.
2. HBO’s Westworld Interactive Experience
HBO’s Westworld activation at SXSW 2018 was one of the most memorable experiences in recent history. The event brilliantly brought the world of Westworld to life, offering fans a chance to enter the series’ fictional park. HBO transformed a ghost town near Austin into a fully operational Old West town, creating an experience that promoted the show and captivated fans in a completely immersive, hands-on way.
What HBO did well: HBO didn’t just show off Westworld—they made guests live it. Using a 444-page script, 60 actors, six stunt people, and actors improvising interactions with attendees created a dynamic, ever-evolving story that felt real. Even small touches, like the “glitchy” hosts, created a sense of mystery that mirrored the series’ plot.
What tours and attractions can learn and apply to their businesses: Creating an atmosphere that reflects the unique aspects of your brand or attraction can have a lasting impact. Attention to even the smallest details, such as visual cues, signage, and decor, can pull people into your activation, no matter how far-fetched the scene may be. This is especially useful for attractions tied to specific themes or narratives.
3. Samsung’s VR Experience
In 2016, Samsung created a VR Lounge that showcased the groundbreaking potential of virtual reality (VR) technology. The experience focused on the Samsung Gear VR headset, where visitors sat in a motion-controlled chair and virtually experienced a rollercoaster ride. This combination of physical sensations with virtual reality was so novel that it caught national media attention.
Samsung also partnered with popular brands like Six Flags and Mountain Dew to enhance the experience. While the rollercoaster ride was created in collaboration with the theme park, Mountain Dew backed a backcountry snowboarding VR experience.
What Samsung did well: The activation pushed how VR could enhance entertainment and brand experiences. Plus, Samsung didn’t just focus on its technology. It collaborated with other brands to make the experience even more fun.
What tours and attractions can learn and apply to their businesses: Integrating physical elements, such as moving chairs or special effects like wind, in your VR experiences can create a more lifelike experience. This can be applied to museums, historical sites, or even zoos, where guests can “experience” environments they wouldn’t normally interact with.
4. The Australia House
The Tourism Board of Australia has regularly participated at SXSW, and it most recently focused on the country’s western coast. The opening night featured a life-size mascot of Australia’s adorable quokka, a small, smiley marsupial known for its friendly nature, and a giveaway of stuffed versions of the creature. The Australia House hosted panels, programming, after-parties, and two days of concerts by Australian bands throughout the event. On-site, Bluestone Lane, an Australian coffee shop, served up espresso drinks for attendees.
What Australia did well: Australia’s activation effectively combined local culture with entertainment: The quokka mascot and giveaways were a fun, interactive way to draw visitors in, while the live performances and coffee station made the space feel welcoming. The integration of Australian music and food further connected the experience to the country, giving visitors the chance to taste the destination.
What attractions can learn: By offering visitors a chance to interact with your activation through fun giveaways or hands-on experiences, you enhance their sense of inclusion. Focusing on local experiences, like food or entertainment unique to your state or town, can give guests a sense of place, making them feel like traveling while in your activation.
5. Audible’s Sound Experience
The standout feature at Audible’s SXSW activation was a giant Ferris wheel with audio-enabled gondolas, where riders could listen to Audible content while riding. The campaign was carnival-themed, featuring classic treats like cotton candy and corn dogs, games, costumed characters, and balloon installations. There were also listening stations where guests could explore Audible’s wide array of audio content.
What Audible did well: The audio-enabled Ferris wheel gondola allowed visitors to immerse themselves in storytelling while experiencing a classic carnival ride. The theme was executed perfectly, providing a fun, memorable way for visitors to interact with the brand.
What attractions can learn: Attractions can learn from Audible’s integration of their core offering into an interactive experience. For example, a museum could integrate audio-guided storytelling into a physical exhibit, offering a more immersive journey.
6. Spotify House
Spotify House was one of the most memorable activations at the SXSW festival. (There are even nostalgic Reddit threads about it.) The music streaming platform created an immersive hub of music, technology, and interactive experiences, where visitors could swing by for live music from big and up-and-coming artists. The varied performances drew in many music lovers looking to discover new artists.
What Spotify did well: Spotify knew that to wow its audience, it had to bring their favorite artists into real life. Moreso, the brand knows that discovering new music is important to its user base — so it incorporated this into the activation by hosting shows from emerging artists. Visitors could discover new music by hearing it in-person, bringing one of the app’s best features to life.
What tours and attractions can learn: Like Spotify, tours and attractions can create environments that allow visitors to discover something new, whether art, history, or nature. By featuring a mix of well-known elements like famous artists or exhibits and lesser-known ones, you can spark curiosity and keep visitors engaged throughout their visit.
7. CitizenM’s Opening Party
International hotel chain citizenM, which recently opened its first Austin location, used the festival to celebrate the grand opening. The opening party featured themed rooms like a dedicated karaoke space, called the Rock Room, and the “world’s tiniest comedy club”, featuring sets by comedians Mimi Meier and Geoffrey Eggleston. In the comedy room, guests were invited to take the stage and try out their routines. In true Texas style, the hotel incorporated a bucking bed, where attendees could test their skills and attempt to stay on the moving ride, much like the mechanical bulls found in local bars.
What CitizenM did well: By transforming the hotel space with a mix of interactive experiences — like the karaoke setup, mini comedy club, and mechanical “bull ride” — it captured the spirit of Austin while staying true to the brand’s playful, unconventional identity. These activities were more than just entertainment; they invited active participation, encouraging guests to leave their comfort zones and engage with the experience.
What attractions can learn: Attractions can take a page from CitizenM’s book by tailoring experiences to the region, like CitizenM’s nod to Texas with the mechanical bed, attractions can connect with their audience in a more meaningful way, reinforcing both the destination and the experience.
8. Tide’s “Evo” Launch at SXSW
Tide used the SXSW festival to launch a new product: the Tide evo, an eco-friendly detergent in tile form. The brand created a bright orange and blue space easily recognizable from a distance, dedicated to the product. The activation featured an oversized evo bottle installation, which visitors could open to reveal “pillows” mimicking the detergent tiles. The scientists behind evo also ran two scientific stations, demonstrating how the detergent tiles work.
What Tide did well: Tide’s activation stood out for its engaging product demonstrations and the presence of experts. The scientific stations — where guests could spill chili oil on fabric and use evo to clean it — provided attendees with an in-depth understanding of evo and adding credibility to the product.
What attractions can learn: Attractions can use SXSW or a similar festival to showcase new services or products and feature experts on topics relevant to their offerings. For example, an outdoor agency could feature a first aid responder to demonstrate safety protocols, or a museum could invite curators to discuss rare collections.
9. Sharpie x Paper Mate Studio
Sharpie and Paper Mate teamed up for a vibrant activation focused on two products: Sharpie’s new Creative markers and Paper Mate’s new gel pens. Attendees could use the pens in interactive rooms, like the Sharpie Interactive Closet, where they could design white baseball caps, and the Paper Mate Joy Lounge, where they could decorate a postcard. There was also a backyard space with live programming, such as workouts, and a bar where guests could draw their desired drink.
What Sharpie and Paper Mate did well: Together, these two brands created a visually stimulating environment that quickly attracted visitors’ attention. The opportunity to test the pens in real-time and personalize items they could take home added extra value.
What attractions can learn: Think of ways visitors can directly interact with your brand and bring that experience home.
10. Porsche Full Service at SXSW
Porsche’s Full Service experience was a road trip-themed activation bathed in Pantone colors representing the brand’s vehicle shades. It included a stage, gaming stations, and characters from its partnership with popular video game Overwatch. Guests could also enjoy a driving experience with a large moving screen and open secret doors that led to different sensory experiences, like the roar of a Porsche engine or the scent of car air fresheners. Finally, the rooftop was a spot to relax, charge devices, shop for merchandise, and enjoy music.
What Porsche did well: Porsche created a multi-sensory experience, allowing visitors to experience the brand through sight, sound, and smell.
What attractions can learn: Creating immersive spaces that evoke different senses can help make an attraction stand out and leave a lasting impact.
11. Paramount+ The Lodge at SXSW
Paramount+ returned to SXSW with its massive “The Lodge” activation, bringing fans deeper into their favorite content and characters. The three-floor venue was transformed into a classic ski lodge, complete with faux snow scenes, snow-covered pine trees, and staff dressed in parkas. Attendees received a replica ski lift ticket as their entry badge, including two drink coupons.
The space was filled with themed photo ops from popular Paramount+ shows. Fans could snap photos in costumes from “Halo” or pose on the “Star Trek: Discovery” bridge. Other highlights included a ski gondola and a Paramount+ Pub.
What Paramount+ did well: Paramount+ used the ski lodge theme to create a wintery, cozy atmosphere for its visitors. Every element was carefully crafted to reflect the themes of the shows it represented, encouraging visitors to step into the worlds of their favorite shows.
What attractions can learn: By offering interactive elements like photo opportunities, themed drinks, or experiences based on popular exhibits or attractions, you can encourage social sharing. Additionally, providing branded takeaways like a physical photo can extend the life of the activation.
12. Reddit’s Activation at SXSW
Reddit took over an Austin restaurant for three days, where food and drinks recommended by Reddit users were served. The venue was designed to highlight the platform’s community-driven nature, with closed-door meeting spaces and other interactive spaces — including an interactive recommendation journey where guests followed an initial question to the well-informed purchase decision it led to. The idea was to show attendees how Reddit’s user-generated content influences decisions.
What Reddit did well: Reddit’s activation showcased the value of user-generated content and its ability to foster authentic engagement. By allowing visitors to interact with real conversations and follow the recommendation journey, Reddit demonstrated how its platform shapes consumer behavior and builds trust.
What attractions can learn: Attractions can engage visitors by showcasing real-world experiences that relate to their core mission. Similar to Reddit’s approach, creating hands-on experiences that highlight the values and impact of your attraction can deepen visitors’ connection to your brand.
13. TikTok’s Activation at SXSW
TikTok took over a multi-level event venue and hosted programming sessions, closed-door meeting spaces, and a live shopping demo. To keep things upbeat, a cold brew tap and a daytime DJ played music that matched the vibrant TikTok-inspired decor. The brand also presented shows by performers who have risen to fame on the social platform, giving fans a chance to see their favorite TikTok stars in real life.
What TikTok did well: TikTok effectively created an environment that mirrored the creative nature of its platform and the preferences of its audience. By combining programming with a live shopping demo, TikTok highlighted how it’s redefining the future of entertainment marketing while maintaining a fun vibe for visitors.
What attractions can learn: Attractions can take a similar approach by creating experiences that align with their customers’ interests. In TikTok’s case, this meant featuring performances by well-known personalities, incorporating Instagram-worthy decor that doubles as photo ops, and offering exclusive shopping opportunities. Understanding what excites your audience and crafting experiences around those insights can lead to more meaningful interactions.
14. Bud Light’s Dive Bar Sessions
Bud Light recreated the intimate vibe of a local dive bar, featuring Bud Light beer and a personal concert experience with emerging artists. Guests could also customize clothing at a vintage stitch shop, use an old-school vending machine for giveaways, and take photos with friends in a space that mirrored the comfort of a neighborhood bar.
What Bud Light did well: Bud Light’s activation created a welcoming, community-oriented atmosphere that appealed to the festival’s audience. The brand built a space where attendees felt part of something special and personal.
What attractions can learn: Creating a familiar, comfortable environment can make guests feel at ease while venturing into new experiences.
15. IHG Hotels and Resorts’ Futuristic Experience at SXSW Sydney
At SXSW Sydney,IHG Hotels and Resorts put on a futuristic travel activation where cutting-edge eye-tracking technology allowed attendees to explore their next travel experience based on their subconscious preferences. In under 60 seconds, users were shown destinations worldwide and their reactions were tracked to serve them personalized hotel recommendations from IHG’s diverse portfolio, such as a “City Escape.” Visitors also had the chance to enter a daily draw to win one million IHG One Rewards points, adding extra incentive to visit the activation.
What IHG did well: IHG created a high-tech-driven experience that wowed guests. The added comforts of the IHG Lounge, which served coffee and charging stations, made the space even more inviting.
What attractions can learn: Just as IHG used eye-tracking to recommend travel experiences, attractions can experiment with the newest high-tech tools in your industry to stun guests. Of course, offering comfortable amenities like food, drinks, and charging stations always encourages longer stays.
How to implement these strategies in different types of attractions
SXSW activations are known for their creativity and interactive elements. To replicate the success of these activations, attractions should focus on unique, targeted experiences that align with their brand and audience. Here’s how you can adapt these strategies to different types of attractions.
Theme Parks
Theme parks can take inspiration from SXSW’s immersive brand activations by creating exclusive pop-up experiences around new rides or seasonal events. For example, a park could launch a limited-time AR or VR experience that immerses guests in a new themed world. Additionally, interactive photo stations—like those seen in the TikTok activation—can encourage social media sharing. Offering exclusive behind-the-scenes tours or themed events (such as a character meet-and-greet tied to a new attraction) can help build buzz and excitement around your park.
Museums
Museums can promote new exhibits by offering interactive previews that give visitors a taste of what’s to come. For example, before opening a new exhibit, a museum could set up a temporary pop-up that features hands-on activities related to the exhibit’s theme. Collaborating with local artists or curators for live demonstrations or talks can spark curiosity, too. Additionally, creating photo-worthy moments and exclusive behind-the-scenes tours can help build anticipation for the full exhibit while encouraging visitors to build the hype on social media.
Retail and Pop-up Shops
Retailers and pop-up shops can follow the SXSW model using innovative design and exclusive product offerings to create unique, limited-time experiences. Much like TikTok’s photo-worthy moments or Sharpie’s creative studio, retailers can offer hands-on experiences like customizing products or interactive product demos that encourage visitors to participate.
Festivals
Offer interactive booths, live performances, and themed spaces allowing attendees to participate in the festival experience. By using brand partnerships or creating multi-sensory experiences, festivals can increase engagement and deepen visitors’ connection to the event. Exclusive giveaways or social media activations can also amplify the festival’s impact.
One-Off Events
For one-off events, the key is to create a memorable, shareable experience. Look at how Bud Light’s Dive Bar Sessions offered unique performances and interactive activities like a vintage stitch shop or old-school vending machines. For your event, think about integrating local performers that leave a lasting impression. Offering limited-edition giveaways that can’t be replicated elsewhere will encourage guests to share their moments on social media.
Key considerations when launching your own brand activation
As creative as you want to be, balancing all the novelty of a brand activation with practicality is crucial. Consider the following key factors when planning yours:
- Creativity: Your activation should be visually engaging. Whether through bold designs or innovative tech, it should capture attention in a creative way that helps you stand out from the crowd.
- Brand Positioning: Keep your brand identity in mind. The activation should align with your values and align with your overall messaging. Ensure the experience reflects your brand’s values and appeals to the right audience.
- Budget: Understand your budget constraints and plan accordingly. While creativity is important, you must assess how much you can afford to spend while delivering a memorable experience.
- Target Audience: Consider who your activation is for and tailor it to their interests. Do you want to engage a local community or attract a global audience?
- Technology: Assess which technologies will elevate your activation, such as AR/VR, interactive apps, or live-streaming. Make sure they enhance the experience without overcomplicating it.
- Measuring ROI: Plan how you’ll measure success. Will you track attendance, social media shares, or customer interactions? Set clear goals and use analytics tools to measure your return on investment.
- Longevity: Ensure the activation has a lasting impact. How can you repurpose the content or experiences after the event? Consider how you can continue the conversation beyond the initial event.
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SXSW offers valuable lessons for attractions looking to elevate their visitor experiences. Att attractions can drive interest and engagement by focusing on creative activations that encourage interaction, tap into local culture, and embrace technology. By adopting some of SXSW’s most successful strategies, attractions can foster deeper connections and turn one-time visitors into long-term fans.
