The leading brand activations from SXSW 2025
For the 38th annual SXSW conference, hundreds of thousands of media specialists, tech gurus, and creatives showed up in Austin, Texas seeking inspiration and connection. SXSW 2025 delivered some of the most exciting and immersive brand activations we've seen yet, showcasing the power of storytelling, technology, and creativity. From sci-fi spectacles to interactive spaces, this year's experiences proved why the festival remains a hub for cutting-edge innovation.
We sat down with members of our team including Alice McInulty and Ella Gross from the Project Team, our Head of Ops Jen Wong, and our Associate Creative Directors, Emily Lyddon-Towl and Lucy Ducker, to get their take on the standout activations of the year.
Prime Video
Alice McInulty, Senior Project Manager
I was blown away by Prime Video’s SXSW activation this year.
What sold it as a highlight for me? The focus on female-led titles!
It was a masterclass in experiential marketing, celebrating these releases through immersive, high-impact storytelling. Held at Hotel San José on South Congress, the activation seamlessly blended interactive installations, live performances, and bold visual design to captivate attendees. From a Project Management perspective, the execution was flawless —every detail was thoughtfully designed to create shareable moments that drove organic engagement across social platforms.
Image via SXSW
Aveeno: Oat Oasis
Ella Gross, Project Coordinator
The Aveeno Oat Oasis activation really stood out to me as a perfect example of how less can be more. Without big displays, Aveeno managed to create an educational and personal activation that effortlessly embodied Aveeno’s values of wellness and care. Focusing on understanding the festival-goer's needs they provided a calm, soothing environment acting as a retreat within SXSW. From sipping oat lattes to experiencing palm readings and skincare lessons, every element felt refreshingly different from the traditional festival format. The live broadcast of The LadyGangpodcast added another layer of authenticity, sparking genuine conversations and fostered a real sense of community within the Oasis. From a logistical standpoint, everything came together flawlessly, with each detail serving a clear purpose. It was a smooth, creative, and an impactful activation all around.
Image via SXSW
Alien: Earth’s "The Wreckage”
Emily Lyddon-Towl, Associate Creative Director
I’ve always been drawn to immersive experiences that transport attendees into entirely new worlds, even if just for a moment. After working with AMC to bring The Terror to life at SXSW back in 2018, I was eager to see how Alien: Earth’s “The Wreckage” would measure up—and it did not disappoint.
This Alien experience masterfully combined theatre and technology, creating an unforgettable journey. Guests stepped aboard a spaceship using NFC access badges, while actors in hazmat suits moved through the scene, seamlessly blending with the on-screen visuals. The addition of smoke and audio heightened the atmosphere, making the narrative feel eerily real. It was a perfect homage to Ridley Scott’s legacy, proving once again that the right mix of tech and performance can fully immerse an audience in another dimension.
Image via SXSW
Lush: Bloom A New Day
Jen Wong, Head of Operations
SXSW Austin is known for its playful, entertaining brand activations, but this year, it was one with a more serious message that was the standout for me - Lush Cosmetics' collaboration with Change The Ref. Lush is known for its activism and for spotlighting important issues, and ‘Bloom A New Day’ did exactly that.
The activation was designed to create a deeply personal connection with attendees by highlighting the thousands of school students across the U.S. affected by gun violence each year.
Featuring a classroom with educational messaging on school shootings, and a sunflower display designed by local Austin artists, the immersive experience delivered a powerful message on ‘turning pain into purpose,’ showcasing the impact live experience can have.
Image via SXSW
Paramount+ Brings Back Yellowjackets and More
Lucy Ducker, Associate Creative Director
SXSW Austin 2025 delivered some standout activations, and I was especially excited for the return of the Yellowjackets experience from Paramount+, celebrating Season 3. Back in 2023, while working and visiting SXSW, I explored their immersive activation at Fair Market, an iconic warehouse venue. The wilderness themed experience was packed with stylised details from the show, unique photo ops, unconventional food moments, and some of the best swag of the year. Seeing them return in 2025 was a definite highlight.
Paramount+ took over The Clive Bar with ‘The Lodge’. The three-story space showcased a range of interactive spaces for Gladiator II, Dexter: Original Sin, School Spirits, 1923, Star Trek: Strange New Worlds, and Survivor. The Happy Face activation, with its mirrored maze, was a standout moment.
It was great to see a mix of titles and creative venue choices keeping SXSW’s iconic experiential energy alive.
Image via SXSW
SXSW 2025 truly set the scene for dynamic and engaging brand experiences this year- we can’t wait to see what’s in store for the festival’s first London edition later this year!