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Inside HBO and Giant Spoon’s Massive Immersive Westworld Activation at SXSW

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In HBO's Westworld, people come from all over to experience what it's like to "live without limits." This weekend at South by Southwest in Austin, Texas, attendees can give that a try at a recreation of Sweetwater, the world within Westworld. After meeting at a tavern and finding out whether you'll wear a white hat...

Twitter Is Revamping Its Verification Process

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Twitter is exploring how it can overhaul the path to the almighty blue check mark. According to Twitter CEO Jack Dorsey, the San Francisco-based social media platform is developing a process to allow users to become verified in order to better distinguish real people from Russian trolls and bots. According to Dorsey, the move could...

The 3 Areas Where SXSW Both Shines and Stumbles, According to Top Execs

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SXSW Interactive is under way, drawing tens of thousands to Austin for the opportunity to network, learn about new tech and bask in the glow of some of the world's most ambitious marketing stunts. The festival often sparks debate among marketers and agency staffers, who admire its role as a creative showcase but question its...

Video: What It’s Like Inside Ready Player One’s Oasis at SXSW

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In Ready Player One it's 2045 and most people spend their time inside a different world, the Oasis, using immersive technology. Warner Bros. wanted to bring that experience to life ahead of the March 29 release of Steven Spielberg's adaptation of the book; to do that the studio partnered with Giant Spoon to create an...

Here’s Why This Film Is Partnering With a Threesome Dating App at SXSW

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In 2015, Alex Garland's Ex Machina got major buzz from a sneaky promotion it ran on Tinder at South by Southwest: Attendees who encountered a woman named Ava on the app soon found that she wasn't a potential match at all but a way for you to learn about the film. It's fitting, then, that...

Under Armour Brought Its Sneaker Dome to SXSW and Added a Few Austin Touches

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Under Armour wants its customers to hover-literally-at the brand's South by Southwest activation. One interactive portion of the "Hovr House," named for the brand's new smart running show, includes jumping on a trampoline and taking a photo of the moment. Since launching the Hovr line in February, Hovr House has toured in Shanghai and Los...

Vimeo Is Bringing Films Like ‘Hi Stranger’ and ‘Marcel the Shell’ to Life at SXSW

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It's impossible to look away from Kristen Lepore's peculiar yet therapeutic film, Hi Stranger. The animated short, which has been watched 2.4 million times, features a tiny claymation man speaking softly to you about life, how difficult it can be to create things, and a what a gorgeous sunset can do for the soul. Now,...

The City of Atlanta Now Has Its Own Video Streaming Platform to Lure Millennial Workers

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The city of Atlanta has a new marketing tool that it hopes will help them court milennials to live and work in the city. ChooseATL, an initiative launched by the Metro Atlanta Chamber in 2015 to get more millennials working in the area, decided the best way to accomplish that was to launch its own...

Google Turned an Austin House Into a Giant, Connected Fun Home to Promote Google Assistant

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Artificial intelligence is definitely about to take over your living room--that is, if Google has anything to do about it. For South by Southwest, the Mountain View, Calif.-based company souped up a house nearby downtown Austin with its AI and voice platform, Google Assistant, to show how everything in everyday life--from lights, blinds, appliances and...

Outdoor Voices Promotes Its AR App at SXSW to Get People Outside—and Shopping

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For a company whose slogan is "Doing Things," Outdoor Voices couldn't have picked a better weekend with great weather to promote its new augmented reality app. Outdoor Voices encouraged consumers and Austin residents (where the company is headquartered) to leave the convention center at South by Southwest and instead head to a nearby park to...

How L’Oréal Is Using Tech to Make Thousands of Custom Skin Shades

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If you've ever stepped into a drug store or specialty shop for makeup, you know how daunting it is to find the right foundation shade to match your skin tone. The colors are only made to match a sampling of skin colors, and are often too dark or too light. L'Or?al is aiming to change...

Those Red, Oppressive Smocks Worn in Handmaid’s Tale Go Up in Flames at SXSW

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The Handmaid's Tale is stirring up a major resistance at SXSW as part of a marketing stunt for the upcoming season of the Hulu show, by setting fire to the oppressive red and white costumes that the handmaids wear. Well, sort of. In partnership with LeadDog Marketing Group, Hulu set up seven art instillations across...

Why Starz Created a Sensory Space at SXSW to Promote Its 2 New Shows

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Manicures, custom t-shirts, candy, pins and tunes; these are just a few of Starz's favorite things for its activation at South by Southwest. Created to promote the network's two new shows, Sweetbitter and Vida, the Starz Sensory House focuses on the five senses: sight, smell, taste, touch and sound. The network worked with all-female vendors...

Bumble Wants to Empower Women to Make Real Life Connections at SXSW

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Bumble, the three-year-old dating app where women make the first move, created a space to empower and educate women this weekend at South by Southwest in Austin, Texas. The app is one of a number of digitally native brands using SXSW as a way to connect with consumers in real life but with a focus...

NCAA Launches Latest Brand PSA Focused on Inclusion

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On the eve of the annual March Madness college basketball tournament, the NCAA and its agency SS+K have launched their latest brand PSA campaign. Titled Label Me, the work premieres today on the tournament's Selection Sunday, with the selection show airing at 6 p.m. ET on TBS. The spots showcase how college sports brings student-athletes...

Elon Musk and Jonathan Nolan’s Gorgeous ‘Trailer’ for SpaceX Draws Inspiration From David Bowie

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Towards the end of an hour-long Westworld panel at SXSW, Elon Musk dropped by for a last-minute talk with Jonathan Nolan, the creator of HBO's Westworld, to discuss the future of transportation and how far off private trips to Mars will be. Musk and Nolan worked together to create a two-minute trailer from the recent...

For Facebook at SXSW, It’s All About Video Storytelling

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For its 2018 activation at South by Southwest, Facebook is showcasing its products-Instagram, Oculus, and Messenger-in a way that will help educate marketers on how best to navigate them all. Working with agency Magnetic, Facebook set up a series of experiences for marketers in its Austin office, including three mini sets where marketers can create...

Video: What Bravo Hopes to Get From Its SXSW Activation

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Ahead of its season two debut, the Bravo series Imposters is getting the SXSW treatment. Fans of the show, which follows the story of Maddie, a persona-shifting con artist and the trio of her recent, heart-broken victims. In Austin, Bravo partnered with Priv to give fans make-up touch-ups and manicures. Guests can also take photos...

Infographic: What Marketers Need to Know About Changing Customer Service Expectations

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Nearly 20 percent of U.S. households now contain 10 or more connected devices, and as consumers increasingly work new communication tools into their daily lives, they are also demanding multichannel options when they need customer service and expect it to be faster and easier to use than ever. Not all companies, however, are meeting those...

Tech Is Transforming the Role of CMO. Here Are 20 Execs Driving the Innovation

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These days, if you're going to successfully market goods or services to digitally savvy consumers, you better be skilled at using the latest technologies and hippest channels to forge meaningful messages that delight and inspire. Toward that end, "It's a tremendous competitive advantage to have a leader who can survey the confusing and rapidly changing...