Immersive Experiential Innovation at SXSW 2024

Now in its 37th year, brands, subject matter experts and celebrities once again descended upon the city of Austin, Texas, to educate, inspire and delight people from all over the world at South by Southwest (SXSW).

While we gained new insights from the expos and smattering of sessions we attended, our favorite part of SXSW continues to be the immersive experiences where brands are brought to life through experiential activations. For InVision, the best of the best of these brand activations not only captured hearts and eyes, but also entertained and surprised.

They say everything is bigger in Texas, and that includes festivals and conferences as everything was happening everywhere all at once. Each interactive engagement was unique, there were a few standouts that our team felt were worth battling the crowds, and standing in the many, many lines over the last week, to experience live. Here’s a round-up:

Tide Laundry Experience

In this immersive experience, no detail was overlooked to ensure that every sense was fully engaged. The press release for Tide evo boosted extensive research and development for their new product and the SXSW debut delivered exactly that, taking consumers behind the research lab doors. Part museum, part science lab, the attendee journey through the space was thoughtfully and strategically designed to showcase the brand’s innovative process.

Upon entering, you were greeted with the familiar smells of Tide, transporting you straight to the heart of a washing machine. A captivating timeline showcased the extensive history and many changes and evolution of the Tide brand. Welcoming ambassadors guided you through the space, introducing you to the various elements within.

As you journeyed through the experience you were invited to lift cloches and smell the various soaps, peer through the microscope to see the fibers of the new product, and then don a lab coat as you were walked through two live scientific demos of the product in action - witnessing first hand how it dissolves to seeing the product effortlessly lift a stain right before your eyes, you couldn't help but be amazed by its effectiveness. At the end of your journey, attendees are invited to sign up and receive a free sample, take a picture with a larger than life interactive product, and then kick back and relax while indulging in local food and drinks. No detail was missed, even going as far as painting the fence and wrapping the entire building in the traditional bright orange and white colors of the Tide brand.

Through this experience attendees not only had the opportunity to experience the products firsthand, they were also educated on Tide’s ESG value of sustainability which is thoughtfully integrated into this product - from the recyclable exterior packaging, to the elimination of plastic with the product itself (evolving from pods), to the promotion of cold-water washing to conserve energy.

From start to finish, the entire experience was meticulously crafted to immerse you in the world of Tide, placing the product front and center. Through engaging demonstrations and interactive elements, Tide ensured that the message "seeing is believing" resonated with every attendee.

The Delta Lounge

A new partnership took flight at this year‘s SXSW with Delta being the official airline of SXSW. And while the Delta Lounge experience was off the beaten path, the first-class destination was well worth the journey.

Kicking off with a stroke of marketing genius, access to the space was reserved exclusively for those who had downloaded and become SkyMiles members, effortlessly capturing attendee information and boosting membership numbers.

This immersive lounge redefined and elevated the concept of first class. The scent and visually stunning display of floral decor adorned the space, with Delta's signature red and blue colors taking center stage throughout the environment. As attendees ascended the red-carpeted stairwell, they were greeted by Delta posters and photos, creating a welcoming atmosphere fit for SkyMiles members.

Continuing in theme, the staff were dressed as pilots and stewardesses. The lounge featured a gifting salon, a designated location for uniquely branded, and highly sought after merchandise, which also paid homage to the brand through the years through a display of branded luggage, pilot hats, and buttons. What would normally be seatback information about the brand was displayed like a work of art, almost too nice to interrupt. And Delta partnered with Starbucks to deliver an exclusive drink experience, Starbucks Global Magic Hour.

At the heart of the lounge was a fully built premium experience, the Delta Sync Space, a true escape and private getaway from the hustle and bustle that is SXSW, truly taking you to another destination. This space included a comfy seat, a personalized handwritten note and a cocktail of your choosing waiting for your arrival. When seated, a display personally invited you to try Delta Sync, free and fast wi-fi that will be included on their future flights, and explore a new world of curated entertainment at your fingers on your figurative seatback, giving you a taste of what’s to come for the with their new personalization efforts. From start to finish this first class experience encouraged attendees to keep climbing and took luxury to new heights.

Sharpie X Paper Mate Studio

The Sharpie & Paper Mate Studio was a creative’s paradise. The theme was “Let’s get Creative” and that was carried through every corner of the Rainey Street bar takeover.

Upon entering attendees were provided a sample of the brands’ latest products and from there were immersed in an exploration of creativity, offered the opportunity to play with the new markers and pens to put them, and one’s imagination, to the test.

Pre-stamped postcards were offered to write handwritten messages, and attendees were invited to design their own vinyl covers for albums of SXSW featured bands. There was a station to decorate water bottles, sunglasses, and bags using the new products. And for those seeking a truly bespoke experience, a unique offering allowed guests to use their drink card to draw using Sharpie Creative Markers or describe using Paper Mate InkJoy Gel Bright Pens, a custom cocktail that would then be crafted by the bartender.

This studio was the ultimate analog interaction from start to finish. The only screens displayed showed commercials for the products, otherwise guests were fully immersed in hands-on creativity — an experience perfectly tailored to their desires, where every surface became a canvas waiting to be adorned.

Audible Sound Experience

The Audible Experience at this year’s SXSW was hard to miss, in part because of a life sized ferris wheel in the middle of downtown Austin, but also because it was hard to run into anyone who didn’t recommend checking it out. It excuded an exceptional vibe – a literal block party with attendees smiling and engaged from beginning to end.

Attendees entered through a tunnel, and at the end were welcomed to “the Audible experience” by costumed staff, setting the stage for an unforgettable journey. The wording choice was accurate – and an experience it was.

The space and activities were meticulously designed to delight while staying on theme, and tying back to Audible’s product and messaging with every touchpoint.

The gamification element was taken to a whole new level with a passport of stamps to be collected. All games were analog and that resonated perfectly with the audience. The staff throughout the experience were delightful, encouraging and always rooting for you to win. Really living in the moment with you. Before boarding the ferris wheel, answering a short survey provided attendees with a curated recommendation of what to listen to during their ride which included an iPad and speaker in each car. Each interaction was enjoyable, seamlessly connecting to their product and offering personalized recommendations based on each individual's preferences.

You could easily lose yourself and spend half a day in the space, weather permitting, and it was a beautiful weekend to do so. The ultimate prizes left something to be desired, but because the journey was so much fun, it almost didn’t matter.

The EXPERIENCE by Dell Technologies

Returning for another year in the company’s hometown, The EXPERIENCE by Dell Technologies continued to captivate attendees as it took over three floors of The Riley Building in the heart of downtown Austin. Over 1.5 days, the experience delivered the perfect combination of discovery, activation, and education.

Attendees walked into the blue lit space and were immersed in all things Dell, from learning how an artist uses 3D printers and her XPS laptop to craft sustainable outfits, to taking in sessions centered around some of today’s biggest technology topics, to escaping in an Alienware Renewal Pod, think sensory deprivation tank, designed to deliver a digital oasis that provided a space of the attendee's choosing: calm, creativity or joy.

Dell’s mastery lies in its ability to showcase its products without resorting to pushy sales tactics, instead informing customers, providing solutions to their problems, and showing how much of an impact technology, and they as an individual, has on the world.

Bonus!

To my surprise and delight walking in downtown Austin I also happened to stumble upon Dell in a different way, a pop-up activation. The larger-than-life QR code made from e-waste, provided those who interacted a pre-paid shipping label to do their part in protecting the environment with convenient trade-in and recycling solutions for new Dell products. This beautiful art installation was a nod to their circular economy efforts and ESG goals of sustainability, showing they not only talk the talk, but put those words into action.

As we reflect on the awe-inspiring experiences showcased at SXSW 2024, it's evident that immersive experiential has a deep connection with audiences.

Ready to take your brand to the next level? Whether you're looking to captivate audiences with activations, craft memorable brand environments, or elevate your presence at industry events, InVision is here to help, let's chat! Reach out to your InVision Communications account director, or email us at info@iv.com.

Immersive Experiential Innovation at SXSW 2024

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