15 Interesting Insights & Brands' Activations from SXSW Interactive 2016.

2. BUDWEISER
The brand promoted its presence through a 3-day-long initiative "Tackle Impossible: A Force for Safer
Roads" – a hackaton focused around creating solutions that improve road safety and education about
responsible drinking. $25,000 and implementation of their ideas for the best team.
Photo: fastcompany.com

3. BUDWEISER
The Budweiser exhibit engages multiple senses of the event's participants: hearing (a machine
allowing playing tunes using empty bottles), touch (interactive wall allowing for composing music
by touching the instruments) and sight (visual arrangements of the brand's space).
Photo: mediafeed.co

4. BUDWEISER
The Budweiser exhibit engages multiple senses of the event's participants: hearing (a machine
allowing playing tunes using empty bottles), touch (interactive wall allowing for composing music
by touching the instruments) and sight (visual arrangements of the brand's space).
Photo: mediafeed.co

5. HBO: SILICON VALLEY
The promotion of the popular series was visible throughout the city – taxis, posters, billboards,
leaflets. All bore the logo of Pied Piper (the fictional start-up in the series) and generic photos, with
which you could pose at the Mashable House, where HBO had its stand.
Photo: mediafeed.co

6. HBO: SILICON VALLEY
The promotion of the popular series was visible throughout the city – taxis, posters, billboards,
leaflets. All bore the logo of Pied Piper (the fictional start-up in the series) and generic photos, with
which you could pose at the Mashable House, where HBO had its stand.
Photo: mediafeed.co

7. During the Interactive part of the conference a panel discussion with the creators and the main actors
from the series was held (recommended!). In this way, HBO promoted the third season of the series.
HBO: SILICON VALLEY
Photo: mediafeed.co

8. The Mashable House is a must-see destination on the SXSW map each year.This popular brand has
gathered several partner brands under its roof, offering their own attractions: Amazon, Facebook,
Hasbro, HBO, Qualcomm, Pepsi. Most activations there connected online reality with the real world.
Photo: socialmedianews.me
MASHABLE HOUSE

9. MASHABLE HOUSE
The Mashable House is a must-see destination on the SXSW map each year.This popular brand has
gathered several partner brands under its roof, offering their own attractions: Amazon, Facebook,
Hasbro, HBO, Qualcomm, Pepsi. Most activations there connected online reality with the real world.
Photo: mediafeed.co

10. Qualcomm created and unusual exhibit within the Mashable House, named "Invisible Museum".
The seemingly empty exhibition space was based on Augmented Reality solutions, presenting areas
of life in which Qualcomm supports its clients every day.
MASHABLE HOUSE
Photo: mediafeed.co

11. MASHABLE HOUSE
Photo: mediafeed.co

12. In anticipation of the opening of the Samsung House, long queues of the brand's fans formed in its
vicinity from the early hours of the morning. Some had spent the night next to the building. All
because of the S7 model, which was the most vigorously promoted and tested product.
SAMSUNG
Photo: mediafeed.co

13. A separate part of the Samsung house was devoted to aVR section, in which (after long queues) you
could test the latest solutions the brand offered in this field.This year,Virtual Reality > Mobile.
Photo: zimbio.com
SAMSUNG

14. Samsung offered many services for the SXSW participants, but most often they were aimed at the
users of this brand's products.
SAMSUNG
Photo: mediafeed.co

15. You couldn't fail to notice IBM's presence at this year's SXSW. The Cognitive House, which opened for
the duration of the event, familiarised the visitors with the capabilities of theWatson supercomputer,
used in everyday activities.The whole tour had been customized right from the moment of entry.
IBM
Photo: mediafeed.co

16. The tour of the IBM house started with a visit to the bar with drinks prepared byWatson.Their type
and flavour was adjusted according to the preferences of the "customer", thanks to data contained
in a wristband.
IBM
Photo: mediafeed.co

17. Anything is possible in the Cognitive Studio. Even a robot called Marvin playing "rock-paper-scissors"
with people. Interestingly, he did it in unpredictable way and sometimes won.
IBM
Photo: mediafeed.co

18. VR was an exceptionally "hot" topic at SXSW (one of the three most mentioned on social media
according to Sysomos). NYT, which is developing its own platform withVR content, presented their
approach to this subject, while emphasizing the technology in the context of all of their business.
NEW YORK TIMES
Photo: mediafeed.co

19. NewYorkTimes was particularly active in the official, panel part of the SXSW. However, the
presentations and panels held in the partnership location of the paper enjoyed the greatest popularity.
Photo: Materiały własne
NEW YORK TIMESNEW YORK TIMES
Photo: mediafeed.co

20. NYT educated the participants of SXSW about their ownVR platform and of course distributed the
popular, budget Google Cardboards, so you could watch the content posted on the NYTVR.
Photo: Materiały własne
NEW YORK TIMESNEW YORK TIMES
Photo: mediafeed.co

21. NEW YORK TIMESNEW YORK TIMES
NYT educated the participants of SXSW about their ownVR platform and of course distributed the
popular, budget Google Cardboards, so you could watch the content posted on the NYTVR.
Photo: mediafeed.co

22. The producer of the "Mr. Robot" series could boast the largest-scale custom activity in Austin during
SXSW. On a popular intersection, in the very centre of all the commotion, they had built a scene out
of the show, including a huge Ferris wheel with the series logo and the heroes' hideout.
USA NETWORK: MR. ROBOT
Photo: mediafeed.co

23. USA NETWORK: MR. ROBOT
The producer of the "Mr. Robot" series could boast the largest-scale custom activity in Austin during
SXSW. On a popular intersection, in the very centre of all the commotion, they had built a scene out
of the show, including a huge Ferris wheel with the series logo and the heroes' hideout.
Photo: mediafeed.co

24. USA NETWORK: MR. ROBOT
The producer of the "Mr. Robot" series could boast the largest-scale custom activity in Austin during
SXSW. On a popular intersection, in the very centre of all the commotion, they had built a scene out
of the show, including a huge Ferris wheel with the series logo and the heroes' hideout.
Photo: mediafeed.co

25. USA NETWORK: MR. ROBOT
The producer of the "Mr. Robot" series could boast the largest-scale custom activity in Austin during
SXSW. On a popular intersection, in the very centre of all the commotion, they had built a scene out
of the show, including a huge Ferris wheel with the series logo and the heroes' hideout.
Photo: mediafeed.co

26. USA NETWORK: MR. ROBOT
The producer of the "Mr. Robot" series could boast the largest-scale custom activity in Austin during
SXSW. On a popular intersection, in the very centre of all the commotion, they had built a scene out
of the show, including a huge Ferris wheel with the series logo and the heroes' hideout.
Photo: mediafeed.co

27. Another Samsung stunt, which this time incorporated iconic vehicles – the popular Pedicabs.
Something that was an obvious transport alternative for the SXSW participants was augmented by
Samsung with new experiences – during the trip you could use aVR headset.Very #smart
VR ON DEMAND: PEDICABS
Photo: mediafeed.co

28. During the SXSW, Sony promoted its newest prosumer program, Future Lab, the idea of which is to
present prototype designs, which are still under development, to collect opinions of the users, and
base their further development on the needs presented by the customers.
SONY
Photo: mediafeed.co

29. One of the most interesting innovations presented at the SXSW was the "InteractiveTabletop”
projector which transforms any flat space into an interactive touch table. All this thanks to depth
sensors and a motion tracking system, which has been utilised in a prototype device.
SONY
Photo: mediafeed.co

30. Unusual campaign fromThe Human Rights Foundation, focused at residents of North Korea. Its
creators encouraged donation of the flash-drives received at the SXSW fair.They were to be filled with
content about the western world and "smuggled" to the country ruled by the totalitarian regime.
THE HUMAN RIGHTS FOUNDATION
Photo: mediafeed.co

31. Photo: JWT
KODAK
To promote the Moments application, Kodak, along with the artist Marcos Lutyens, designed
a sensory experience based on a photo with a sentimental value for the participant of this event.
The installation consisted of two separate rooms.

32. In the first one, the visitor, with a guide, talked about the value of a specific image. In the second room
the visitor met other visitors who had heard the earlier discussion via speakers. Participants in this
experiment faced the situation of sharing their privacy with strangers.
Photo: JWT
KODAK

33. Deloitte decided to redefine the concept of creating music, gathering around one table a few of the
SXSW participants.The Audience Reactive Composition installation allowed the participants to
compose sounds in cooperation with others present at the table.
Photo: Deloitte
DELOITTE

34. Participants could control one of the five instruments appearing in different parts of the piece,
using unusual controllers.
Photo: The Verge
DELOITTE

35. The giant among greeting cards manufacturers offered analogue experiences to the visitors within
their own space in Austin. "Analog" was also the official name of the whole brand event.
Photo: CoCreate
AMERICAN GREETING

36. Visitors could use a typewriter, send a hand-written letter, listen to analogue records, take Polaroids,
watch a Super 8 film and even create an "analogue GIF”in the form of an animated flip-book
composed of their own photographs.
Photo: Fast Company
AMERICAN GREETING

37. Although the Interactive section of SXSW does not even have a Snapchat account, the filters sponsored
by the event partners were something which participants used very often. Conclusion: promoted but
unusual filters for a specific event do not put the users off.
Photo: Fast Company
SNAPCHAT

38. The "SaveThe American Inventor" campaign aimed to stimulate discussions about the patent system
and the protection of intellectual property in the US. Robot INO-V8, built at SXSW, was a tribute to
American creators and innovators whose ideas move the world forward.
Photo: Fast Company
INNOVATION ALLIANCE

39. The "SaveThe American Inventor" campaign aimed to stimulate discussions about the patent system
and the protection of intellectual property in the US. Robot INO-V8, built at SXSW, was a tribute to
American creators and innovators whose ideas move the world forward.
Photo: mediafeed.co

40. @adamprzezdziek
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