International Exposure: Activations and Event Experiences from SXSW25

At this years SXSW event, brands pulled out all the stops to create unforgettable moments that left a lasting impression. This blog takes a look at some of the standout activations that made SXSW 2025 a true spectacle.

WHATABURGER’S Museum of Art — A Taste of Nostalgia

One of the most talked-about activations was the WhataBurger Museum of Art experience, an immersive engagement that took visitors on a physical manifestation of the brand’s social media gallery. What began as an online community fuelled by fan creativity and brand love was brought to life to celebrate WhataBurger's 75th anniversary.

Attendees could explore fan-created art in mural, abstract, and pop culture styles. They enjoyed interactive installations like the Day Dot Room and Table Tent Mugshot Wall and indulged in samples of WhataBurger's latest limited-time offer, the Monterey Melt! They could also customise their own burgers using augmented reality menus, learn about brand evolution, and participate in burger-building competitions.

Consumer Engagement Take-out: This activation successfully engaged attendees by blending nostalgia, innovative tech, playful competition, and authentic storytelling—creating a memorable, shareable experience that deepened consumer-brand connection.

Spaceship Wreckage Escape Room — Out of This World

In an imaginative twist, FX Network transformed a parking lot into a spaceship wreckage site, complete with interactive escape rooms set inside the debris.

Attendees donned astronaut suits, solved alien-themed puzzles, and experienced a simulated crash landing — and along the way, discovered new details about the new series, scored exclusive merch and participated in themed photo ops.

Consumer Engagement Take-out: The FX spaceship wreckage activation captivated attendees by combining immersive storytelling, gamification, authentic environment design, and share-ability—creating a compelling experience that resonated and left a lasting impression.

FIJI Airways Island Hospitality

Travel brands continued to make their mark at SXSW, and Fiji Airways was among the standout participants this year, bringing it's renowned hospitality and tropical vibe to life at 'The Fiji House' - a vibrant space for creators and storytellers to connect.

From the moment attendees arrived, they were transported to the islands. This experience included traditional Meke dances, an authentic kava ceremony led by Fijian warriors, performances by Fiji-based band InsideOut, and a delicious South Pacific-inspired BBQ. Visitors also had the chance to unwind in the Chill Palm Sounds Rejuvenation Room and some even scored vacation packages to Fiji, offering them the opportunity to explore the islands firsthand.

Consumer Engagement Take-Out: Fiji Airways successfully engaged their target audience by delivering an authentic, multi-sensory brand experience that combined cultural immersion, exclusive rewards, thought leadership, and relaxation — all within a memorable and shareable environment.

Art Meets Tech at the Digital Canvas

Several brands collaborated on a massive digital art installation that responded to the audiences movements and sounds. Using motion sensors and AI, the installation created a dynamic, ever-changing masterpiece, where participants left their mark on the canvas, making it a collective art piece that symbolised innovation and community.

Consumer Engagement Take-out: The Digital Canvas activation successfully engaged attendees by combining innovative technology, participatory art, and social sharing—creating a memorable, dynamic experience that highlighted the brand’s creative and technological leadership.

Blumhouse Screambox

To celebrate 15 years of delivering spine-chilling horror films, Blumhouse unveiled a noise-cancelling “ScreamBox” booth in downtown Austin, inviting attendees to unleash their loudest roars.

The booth featured a decibel meter that measured the volume of each participant’s scream and ranked their levels in real-time. Daily winners received prizes, turning the experience into a fun, competitive celebration of horror fandom.

Consumer Engagement Take-Out: The scream contest transformed a simple activity into an entertaining and participatory experience, encouraging attendees to actively get involved rather than passively observe.

Gorton's Seafood Shack's Coastal Community Experience

Gorton’s Seafood executed a vibrant pop-up that embraced a classic New England seafood shack vibe. The activation offered tastings of seafood recipes and themed craft beverages like the Maritime Marg and mocktail options complemented the dishes.

Beyond sampling, visitors enjoyed live cooking demos with foodie influencer Shay Spence, together with live music performances, interactive photo moments, a merchandise wheel, and other engaging activities—all designed to foster a community-centric atmosphere.

Consumer engagement Take-Out: Gorton’s successfully engaged consumers by delivering an authentic, multi-sensory experience that combined product sampling, entertainment, and community-building—creating lasting impressions and positive brand associations.

JBL Sound Bodega Amplifies SXSW 2025 with Immersive Audio Experiences

As the Official Audio Partner of SXSW 2025, JBL brought its signature sound to life through a series of engaging experiences.

Highlighting its latest technology, JBL executed:

1. The JBL Campus event at a popular sports bar for University students, which combined live music with interactive product demos, aiming to connect with the next generation of music lovers.

2. The JBL Sound Bodega offered an Austin-inspired corner store vibe, featuring live performances, artist interviews, festival swag, and an exclusive first look at the new Flip 7 and Charge 6 speakers.

   

Consumer Engagement Take-Out: JBL showcased their innovative audio tech by creating a vibrant, community-focused environment.

Overview of learnings from this years event

Several core consumer engagement principles emerged from SXSW25:

1. Immersive and authentic cultural experiences, combined with multi-sensory environments and compelling storytelling, foster deep emotional connections and enhance recall.

2. Interactive, gamified elements—such as competitions, challenges, and live demos—motivate participation and create memorable moments that attendees eagerly shared, amplifying organic reach.

3. Offering exclusive opportunities, tangible product samples, and first looks incentivised engagement and built brand trust.

4. Incorporating innovative technology and influencer-driven content positions brands as creative and forward-thinking, while community-focused atmospheres and playful brand personas foster relatability and loyalty.

Overall, blending authenticity, interactivity, sensory engagement, and share-ability proved essential in creating impactful, memorable brand experiences.

Creativity, immersive storytelling, and engaging sensory experiences are key to capturing attention and forging genuine connections — whether at a festival, a event, or a local activation.

SXSW showed that the success of an experiential campaign lies in bold, memorable moments that resonated with the target audience - both on the day and long after the event ends.