03.25.25
By Lisa Major
SXSW 2025 brought a fresh wave of creativity and excitement, setting the stage for some of the most memorable brand activations and events. From immersive experiences to creative stunts, the renowned festival was a playground for brands looking to make lasting connections with attendees. In this edition of Happy Hour, we take a look at some of the hottest activations from SXSW 2025. We also dive into how experiential marketing strategies are making an impact on trade show exhibits and why sales alone are not the only indicator of a successful pop-up event.
“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.” ~Event Marketer
With the Austin Convention Center closing until 2028 for renovations, SXSW 2025 was one for the record books. As always, brands took full advantage of what the popular festival has to offer, rolling out immersive activations that captivated attendees, both inside and outside of the convention center. From a burger museum and seafood shack to airlines showcasing their latest innovations, SXSW was jam-packed with one-of-a-kind experiences, stunts, and activations. Check out Event Marketer’s rundown of the top activations from SXSW 2025.
“Temporary pop-up activations have grown in popularity over the past several years, offering brands a unique opportunity to engage with customers and create brand awareness.” ~BizBash
Oftentimes, when marketers execute a pop-up campaign, sales are the primary metric. But there’s more to it than just revenue. KPIs like social media mentions, engagement levels, and brand awareness are just as important, if not more important, for long-term impact. Gathering insights from your brand ambassadors about consumer interactions and getting real-time feedback can help you define which strategies worked best for your pop-up campaign, which can aid future campaigns. By looking at more factors than just the revenue, you’ll have a better understanding of the long-term success of your pop-up. Here, BizBash delivers five ways event marketers measure the success of pop-up events beyond sales.
“Experiential marketing transforms trade shows from passive, transactional environments and turns them into interactive brand experiences that create lasting connections.” ~Rockway Exhibits
Trade show marketing has come a long way in the last decade. It has evolved well beyond a simple booth and stuffy sales pitches. In today’s experience-driven world, attendees want and expect more. Because of this shift, experiential marketing tactics have entered the trade show floor, where brands use immersive elements like AR, VR, and gamification to engage with attendees and make long-lasting connections. These engagement tactics help drive higher-quality leads and brand loyalty and can even drive better ROI. Read on to see how experiential strategies are shaping the future of trade show exhibits.
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