Worth it: that viral Dubai chocolate, an immersive alien experience. Not worth it: grabbing a tote bag and collecting ...

SXSW 2025 saw a slew of brands erecting pop-up activations that gave the annual festival the feel of an immersive playground, ...

The biggest change SXSW 2026 will see is a cut-down schedule, and the elimination of a secondary weekend, which is typically ...

Construction at the Austin Convention Center is displacing the annual March festival and forcing SXSW organizers to rethink ...

Paramount returns to SXSW 2025 with The Lodge, its activation at The Clive Bar with your favorite Paramount+ and Showtime ...

The Drum was on the ground at South by Southwest again this year, finding out what the future holds for marketing, media and ...

Yutani Corporation shipwrecks, this year's slate of TV activations gave fans a one-of-a-kind chance to interact with their ...

SXSW 2026 will be a "reimagined experience" as the Austin Convention Center closes for reconstruction, festival officials say ...

Cameron Pinder, of Austin, escapes the wreckage of a mysterious space ship at the FX’s Alien: Earth activation at SXSW Friday March 7, 2025. SXSW attendees were invited to an immersive ...

SXSW activations often do the most. The bigger, flashier and more eye-catching the better. How else can they draw in a crowd whose attention is constantly drawn in a million different directions?