SXSW has become the go-to place for brands to activate, but being present doesn’t equate to success. Brands have to stand out and create an experience people love—or their earned potential could backfire.
Here’s our top 5 takeaways to ensure your brand’s activation is a success at SXSW next year.
1. CREATE A PROGRAM OF SPECIAL EXPERIENCES. Delivering distinct events within and outside your footprint will drive visitors at different times throughout the week. Guest appearances, premium giveaways, and live entertainment are just a few possibilities.
2. ALWAYS HAVE A FREE TAKEAWAY. This may sound obvious, but creating badges that allow people to share that they were at your activation goes a long way. Keep it simple and leverage what people truly love about your brand.
3. USE CREATORS FOR A SESSION OR MEDIA CONTENT. Go live with social media or a podcast, or better yet, bring in influencers and creators to experience your activation and offer entertainment through their media channels.
4. GO BOLD WITH THE BRAND PERSONALITY AND LOOK. Push beyond your brand guidelines. Make the creative iconic to the brand, but show it in a way that’s never been seen before. New illustrations, photography, design, bold messaging, or even contextual placements can drive people who are already familiar with your brand to see what’s new.
5. DON’T UNDERESTIMATE A REALLY GOOD PARTY. A lot of SXSW attendees and local Austinites are looking to see who will throw the best party. A party can be your entire activation or something your footprint shifts into at a later time. In addition to VIP invites for creators and press, create a fun way for anyone to find your RSVP list—and your brand’s party may just make it to the map of top SXSW activations.
