This month is South By Southwest (SXSW) in Austin, Texas, where thousands of people from all over the world pour into downtown for a three-part series of discovery, exploration, business, inspiration and fun. The first four days are devoted to SXSW Interactive – a staggering collection of technology, digital, entertainment media, electronics and more. So, Group Delphi headed out with tastemakers and futurists, psfk, to find the Best Of Experiential Marketing.
PSFK and Group Delphi hit the ground running to scout the best experiential marketing activations at SXSW Interactive this year. From pop-ups to immersive experiences to guerilla marketing. From the wacky to the whatever to the clever. From St. Bernard dogs touting self-phone chargers to a BBQ sauce science lab to virtual reality simulators.
Here is the first part of our three-part series, featuring two activation hits this year from media companies Fast Company and Mashable.
MasterCard: Best Elevator Incident Since Jay Z and Solange
MasterCard partnered with Mashable for the Priceless Elevator Pitch, where MasterCard cardholders pitched their startup ideas in sixty seconds or less in an actual pop-up elevator.
Behind closed doors, attendees had one minute to pitch their brainchild with a chance to win $15,000 to bring the idea to life.
Toyota Virtual Reality Simulator: Best Driving Distraction
In part with the Fast Company, Toyota offered attendees demoes of its upgraded distracted driving simulator with Oculus Rift. The immersive experience set up shop behind the grill hubbub and hoped to educate users on distracted driving through the use of virtual reality.
Equinox Fitness Class: Best Way To Break a Sweat
Toyota simulator adjacent, Equinox snatched attendees out from the virtual world and had them put the pedal to the spin cycle metal. The Pursuit is an immersive, data-driven studio cycling class. Bold attendees had the chance to take a nine-minute version of the new Equinox class.
Mashable House: Best #BreakTheInternet IRL
Mashable brought ‘Break the Internet’ web trends to life with its pop-up activation at SXSW. A smorgasbord of digital-age inspired activations took form all under one raving roof, from Katy Perry’s gold Super Bowl lion and Left Shark to emoji tattoos and Kim K. wallpaper.
Lead image: Mastercard