Going to SXSW? Boost your brand with smart event marketing

Thinking of going to South by Southwest (SXSW)? SXSW is a big brand opportunity as the premier event where interactive media, technology, music, and film intersect. In 2024, a whopping 512,722 people attended. They came to learn, network, and draw inspiration. Keep reading to see some excellent conference marketing examples and discover why SXSW and other conferences should be part of your marketing strategy in 2025.

SXSW and other major conferences draw large audiences in specific industries. These are captive audiences where your brand can make an impact. The benefits of participating in conferences include:

As you can see, having a meaningful presence at a major industry conference can boost your brand and bottom line. To learn what event marketing is and how it can help you, let’s look at specific examples of how brands have benefited from conferences like SXSW.

Success at SXSW takes creativity, careful planning, and flawless execution. These brands are good examples of how to stand out at SXSW through the intersection of marketing and events.

The Los Cabos Tourism Board exists to promote the Los Cabos region in Mexico as a premier travel destination.

What they did: They sponsored the Creative Industries Expo Next Stage, which included a panel session and a multi-sensory “Los Cabos Escape” activation. Their 20×30 foot island booth featured a giant whale where visitors could write their signatures and messages. The Tourism Board used the panel and activation to spearhead a crucial dialogue on the future of responsible tourism in Los Cabos and beyond. Here’s a video of their panel:

The impact: Their booth generated over 1,800 in-person interactions and 364 leads. The interactive whale not only drew attendees to the booth but also garnered plenty of social media attention: over 26,000 impressions on Instagram Stories, 700,000 impressions on social/digital, and over 1,000 new followers on social media.

Sharpie and Paper Mate are known for their permanent markers and gel pens, but they’re expanding their offerings of creative writing tools.

What they did: As event sponsors, Sharpie and Paper Mate hosted a multi-day official event to launch their new campaign, “Let’s Get Creative.” They built a Sharpie X Paper Mate Studio to engage attendees and generate media coverage. The Studio was a house-like, interactive activation where attendees sampled the newly launched Sharpie® Creative Markers and Paper Mate InkJoy® Gel Bright! Pens in creative activities. One activity involved imagining and drawing their cocktails, which Sharpie X Paper Mate Studio bartenders brought to life.

Sharpie and Paper Mate were able to use SXSW trademarks on press and marketing materials and in official conference communications, such as the SXSW website, email blasts, and schedules. 

The impact: The Sharpie X Paper Mate Studio attracted 5,088 event attendees, who formed lines on the street all weekend. About 27,000 Sharpie Creative Markers and 12,000 Paper Mate InkJoy Gel Bright! Pens were sampled. Total earned media impressions across online and social coverage were a whopping 745.9 million! Forbes, AdAge, and Adweek included the Studio in their roundup of the best activations 2024.

Audible is an online audiobook and podcast service. Users can purchase and stream audiobooks, original programming, and spoken-word content.

What they did: Audible presented a multi-day official SXSW event featuring a Ferris wheel and carnival games. Audible opted for the Digital Elite Package to drive in-person traffic to the event. Starting one day before the event, the brand could send out boosted posts on SXSW’s most popular social accounts, reaching many potential attendees and listeners.

The impact: Audible exceeded its targets by achieving over 1.8 million combined reach, more than 61,000 combined post engagements, and 1,000+ clicks across Facebook, X, and Instagram.  

SXSW isn’t the only major conference that can bring broad exposure to brands. Below are two examples from other conferences.

CES claims to be “the most powerful tech event in the world.” It’s a trade show where tech brands and industry leaders meet to launch their latest releases and share breakthroughs. The show showcases the entire tech landscape and attracts companies ranging from manufacturers and developers to suppliers of consumer technology hardware, content, technology delivery systems, and more. CES 2025 had more than 141,000 attendees and over 4,500 exhibitors.

Sony, as we all know, is a creative entertainment company. Driven by its “Creative Entertainment Vision,” the company seeks to fill the world with emotion through the power of creativity and technology.

What they did: At CES 2025, Sony announced its latest innovations for creators, such as virtual film production through augmented reality (AR), and even revealed its smart car, Afeela. Sony also hosted an innovative booth to showcase cutting-edge AR technology and its applications in entertainment and beyond, a new vehicle processing platform, 3D Computer Graphics production, and more. This included hands-on demos where attendees could try the technology first-hand.

Here’s a complete tour of the Sony CES 2025 booth:

The impact: Sony’s booth and keynote speech drew thousands of attendees. These were covered by traditional media and also generated a lot of user-generated content (UGC). No wonder there was a surge of interest in Sony’s latest innovative products after the event.

The Cannes Lions International Festival of Creativity is an annual event for the advertising and communications industry. The week-long festival brings together thought leaders, innovative companies, and creative marketers for networking and learning. It’s best known for its prestigious Lions Awards, “the world’s biggest celebration of history-making creativity.”

Spotify is one of the largest audio streaming and media services, with over 250 million paying subscribers.

What they did: At Cannes Lions 2024, Spotify created an immersive activation called Spotify Beach. It was a day-long hub of activity at a waterfront space. It featured daytime sessions and performances by celebrities like John Legend and Janelle Monae. Spotify Beach offered interactive experiences such as a coffee bar, a Mis Bar to discover beach-vibes music, and a Jam Bike with daily Jam playlists. It also included a live Spotify-themed game show, where podcast hosts squared off against each other to see how well they knew their podcast partners. And, of course, the music streaming brand’s activation wouldn’t be complete without a concert—two evening concerts.

The impact: Spotify created memorable experiences for attendees. In addition to attracting in-person traffic, its activations generated plenty of social media buzz. Its presence at Cannes Lions established the brand as a leader in audio streaming.

By now, you may be excited and inspired to leverage industry events to generate buzz around your brand. No matter your budget, you can maximize the impact of your participation. Here are some tips:

Whether renting a small booth or arranging a major activation, make it interactive. Provide immersive experiences that engage attendees and encourage social media sharing. You can do this through hands-on demos, workshops, games, and creative challenges. Think of activities to engage the attendees’ senses and encourage them to engage with the display. Involvement increases emotional connection and makes your brand more memorable.

You’ll compete for attention with other brands, but visually compelling assets will help you grab attention and make a lasting impact. Use professionally designed templates for flyers, presentations, videos, social media posts, and more. Envato templates offer stunning, customizable designs licensed for commercial use.

Position your brand as a thought leader by securing speaking roles at conferences. Use the stage to serve the audience: share your expertise, provide actionable insights, and showcase valuable innovations. Engage with audiences to address their questions.

Guerilla marketing is a way of generating publicity by using unconventional methods. These tactics should evoke surprise, shock, or wonder. Guerilla marketing is an excellent way to stand out among the brands participating in conferences.

As you’ve seen in the case studies above, in-person activations can help you generate leads, UGC, and click-throughs to your website. After the conference, continue to engage with attendees who’ve shown interest in your brand. Thank them, share insights, and nurture the connections you made.

Major conferences like SXSW, CES, and Cannes Lions are great opportunities for creative brands to showcase their expertise, establish authority, and connect with audiences and potential partners. You have several event marketing examples to guide your own conference marketing efforts. You’ve seen how you can use digital storytelling, hands-on activations, and compelling activities to make your brand stand out.

Envato templates can help you prepare stunning visuals. Envato has the necessary creative elements, whether you’re putting together a slide deck for your presentation, designing a backdrop for your booth, or producing a video brand reel. Not only will you have stunning visuals, but you’ll also communicate more effectively. Learn about managing a marketing campaign and finding the best event sponsorship templates.