SXSW 2024: A Master Class In Brand Relevance

As marketers, we are always looking to discover and replicate ‘lightning in a bottle’ – the viral video, the sold-out product, the award-winning campaign – and while we can solve for a great many things, like a brilliant insight-led creative idea and an audience-first media amplification plan, the crux of this type of success lies with one thing:  relevance. 

Relevance is what breaks through the noise of today’s complex ad landscape and connects with consumers in a way that’s relatable for them. It brings RTBs to life, drives new points of consideration, and creates or reaffirms audience affinities that can set brands apart from a sea of sameness.

This year’s SXSW was a ‘master class’ in relevance for the modern marketer.  From bringing together fandoms across film, immersive and music genres to IRL installations that sparked new brand connections for consumers, key principles of driving relevance were the star of the show – and here are a few of our favorites. 

There’s No Place Like IRL

It’s no secret that innovation and technology has shrunk our worlds, allowing information and trends to permeate the socialsphere at a clip that Dorothy’s analog world could only dream of.  However, there’s a sort of ‘magic’ to IRL that still amazes me – a spontaneous cup of coffee with an old colleague leading to a new brainstormed idea, a recommendation from another festivalgoer to check out their favorite brand installation or snagging a seat for an intimate performance by an up-and-coming artist – that simply can’t be replicated.  As we think about relevance strategies for our brands, we must consider not only mass-market media channels, but also more intimate experiences that can be delivered via experiential or peer-to-peer credentialing to deliver on relevance needs. 

Details Matter

As attendees ‘enjoyed the climb’ up the spiral staircase at the Delta SXSW installation, no detail was left unattended to – including custom artwork shipped from the Delta museum that brings the heritage of the brand to life in a contemporary way, and light bites inspired by Delta’s latest in-air fare.  Attendees at the iHeart Podcast Hotel saw a sophisticated native takeover of the Hotel St. Cecilia, complete with podcast and musical talent experiences (and of course, heart-shaped straws). The Paramount Lodge delivered a multi-level experience that allowed visitors to experience the full spectrum of their slate, from Mean Girls to Star Trek, with IRL touchpoints built for social sharing.  Each of these experiences was deeply rooted in the brand’s persona but contemporized in a way that truly fit the vibe of SXSW in a unique and surprising way.

Amplify Your Advocates

Witnessing fandoms converge and consumers interact with new brand touchpoints and experiences has given rise to the universal truth of relevance: brand advocates are the key to the social flywheel. Whether it’s an organic interaction that leads to an IG recapturing and sharing their experience, or a made-for-social campaign that highlights what advocates truly love about their favorite brand, social proof is an undeniable key driver across all aspects of the journey, from awareness to consideration to retention. The Female Quotient invited us to join a panel, ”The Influencer Code: Fueling Equity, Growth and Community,” which further highlighted the importance of creating relevance through creator marketing. Don’t sleep on your brand advocates, as they can be a significant accelerator of how your brand lives across both word of mouth and social – after all, done right, influencer marketing is simply a relevant peer-to-peer recommendation, done at scale.