Update: With South by Southwest Music in full swing, throngs of music fans have descended upon Austin. And that gives marketers more crowds to pitch their products and experiences to.
"The whole experience is more like social media,” says GSD&M’s Matthew Childs. "It’s not to actually sell something. It’s to get people talking about you, to position your brand with the Venturi effect of the community at South By. If you’re inauthentic to the community, you’re going to get called out pretty quickly."
Companies attempting to ingratiate themselves to the SXSW community have been on display all week: everything from the edgy (like HBO’s Game of Thrones pedicabs) to the decidedly less so (brands like Oreo and Cap’n Crunch advertising at SXSW Interactive).