Editor’s Note: With its focus on music, tech and entertainment, the annual SXSW Conference & Festivals in Austin showcase some of the most creative activations across the experiential marketing industry. And this year’s fest, which took place March 7-15, was no exception. Event Marketer, a Chief Marketer Network publication, has rounded up the top 20 brand activations to descend upon Austin this month, from popups to stunts to events. Below is an excerpt from the piece; check out the full roundup here.
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It’s business as usual at the 2025 SXSW Conference & Festivals in Austin, but the 38th annual event, March 7-15, may mark the end of an era for the tentpole. As hundreds of thousands of global attendees explore sessions, artistic showcases, expos and, of course, larger-than-life brand experiences this year, the city is preparing to shut down its convention center on April 1 for a $1.6 billion renovation that won’t be complete until late 2028.
With an inevitable event strategy shakeup on the horizon, we’re zeroing in on how this year’s sponsors (and the unofficial brands who tap into the event’s hype) are activating in and out of the convention center in what is likely the final yeehaw for South-by as we know it. From burger museums to spaceship wrecks, here’s a snapshot of the experiential action.
ALASKA AIRLINES X HAWAIIAN AIRLINES HOUSE
For one day only on March 9, festivalgoers could stop by the Alaska Airlines x Hawaiian Airlines House located at Inn Cahoots for panels, tech demos and exclusive sneak peeks of the brands’ latest airline innovations, like electronic bag tag and AI-powered baggage recognition technology. Attendees could personalize their journey by taking the “Vibe Quiz” to discover their ideal travel style and destination, enjoy mocktails and desserts, hear live dj sets, engage with flight attendants, snag custom-printed boarding passes and walk away with exclusive swag. We can’t explain it, but there also appears to have been a choreographed dance that flight attendants participated in… Only in Austin. (Agency: TDW+Co)
AVEENO’S OAT OASIS
The Aveeno Oat Oasis was exactly that. The pop-up space was brimming with soothing, earthy tones and greenery, and offered touchpoints to match. There were palm readings, complimentary oat lattes with foam art, a skincare bar where local dermatologists shared tips, a nature-themed photo booth that yielded physical photos, giveaways and a live LadyGang podcast recording.
BLUMHOUSE’S SCREAMBOX
To mark 15 years of delivering spine-tingling horror flicks, Blumhouse dropped a noise-cancelling “ScreamBox” booth in downtown Austin and invited consumers to unleash their biggest roar. The booth was equipped with a decibel meter that calculated the sound produced by each participant, and ranked them, with daily winners earning prizes.
FX NETWORKS’ WRECKAGE
FX’s immersive, over-the-top activations are a staple at SXSW, and this year, the brand and its “Alien: Earth” experience crash-landed in downtown Austin. From March 7-8, consumers could embark on an investigative mission through a ship wreckage installation, where they encountered a containment breach and alien specimens (“not all creatures survived the crash intact”), and along the way, discovered new details about the series, scored exclusive merch and participated in themed photo ops. Adding to the scene were actors clad in hazmat suits, and a/v effects that were particularly dazzling at night. Read the full case study here. (Agency: VTProDesign)
To read the full roundup and view photo galleries, head to Event Marketer.