{"id":617771,"date":"2023-03-14T09:48:58","date_gmt":"2023-03-14T14:48:58","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/03\/14\/amazon-prime-paramount-slack-and-others-kicking-it-up-a-notch-with-experiential-efforts-for-in-person-sxsw\/"},"modified":"2023-03-14T09:48:58","modified_gmt":"2023-03-14T14:48:58","slug":"amazon-prime-paramount-slack-and-others-kicking-it-up-a-notch-with-experiential-efforts-for-in-person-sxsw","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/03\/14\/amazon-prime-paramount-slack-and-others-kicking-it-up-a-notch-with-experiential-efforts-for-in-person-sxsw\/","title":{"rendered":"Amazon Prime, Paramount+, Slack and others \u2018kicking it up a notch\u2019 with experiential efforts for in-person SXSW"},"content":{"rendered":"
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March 13, 2023\u00a0\u00a0\u2022\u00a0\u00a03 min read<\/span> \u00a0\u2022\u00a0 By Kristina Monllos<\/a><\/p>\n<\/div>\n

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\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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Last March, South by Southwest returned in-person<\/a> (and online) after taking place online in 2021<\/a> and being canceled completely in 2020<\/a> due to the pandemic. This year, the festival\u2019s expected in-person attendance is closer to pre-pandemic levels, according to marketers and agency executives. They said they\u2019re sending more employees to the event this year, and there\u2019s more interest in experiential efforts on the ground now.\u00a0<\/p>\n

\u201cIn real life [experiential marketing] was lighter last year compared to pre-Covid years, certainly,\u201d said Peter Lewis, chief partnerships officer for SXSW. \u201cWe\u2019re witnessing strong interest and seeing activities that are on-par with previous years.\u201d<\/p>\n

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Brands like Amazon Prime, Paramount+, Slack and Porsche will have immersive experiences for festival attendees. It\u2019s unclear exactly how many attendees or brands will be there this year. SXSW did not share specific figures, but noted that the festival \u201cwill be significantly larger than last year based on registration numbers, hotel bookings, and client, exhibitor and sponsor activations.\u201d<\/p>\n

Marketers say they are returning to the festival with in-person experiential efforts, as people are more comfortable with in-person events and travel than last year. At the same time, many are focusing on experiential efforts at the festival because of its status as a \u201ccultural tentpole for all things entertainment, tech and culture,\u201d as Jen Verdick, head of partnerships and consumer events for Amazon Prime, explained in an email.<\/p>\n

Per Verdick, while Amazon Prime returned to in-person experiential efforts at the festival last year, the streamer is \u201ckicking it up a notch this year\u201d by creating a faux city, Prime, Texas, to immerse attendees in experiences for nine different titles, including newer additions like \u201cDaisy Jones and the Six\u201d as well as more established ones like \u201cThe Boys,\u201d among others.\u00a0<\/p>\n

Paramount+ is taking a similar approach to SXSW this year. The streaming service will use an experience called \u201cThe Lodge\u201d at the festival to highlight \u201ca broad mix of experiences inspired by popular series and franchises including \u20181923,\u2019 \u2018Star Trek,\u2019 \u2018Grease: Rise of the Pink Ladies,\u2019 \u2018School Spirits,\u2019 \u2018Fatal Attraction\u2019 and more,\u201d Domenic DiMeglio, evp and CMO of Paramount Streaming, said in an email.\u00a0<\/p>\n

Slack, meanwhile, is leaning into its experience at SXSW as part of a retooled approach to marketing efforts for this year, according to Colin McRae, head of brand and creative at Slack.\u00a0<\/p>\n

\u201cWe\u2019ve historically focused on driving awareness via a top-of-the-funnel, always-on approach,\u201d said McRae, who added that with the current economic headwinds the company is being \u201cmuch more considered with our brand marketing efforts.\u201d<\/p>\n

Slack is focusing its efforts on tentpole moments like SXSW, with the festival being of particular interest to the company because its target audience of \u201csoftware decision makers and small business owners\u201d congregate at the festival, McRae said. This makes it \u201can awesome opportunity to talk to both and do it efficiently,\u201d McRae added.<\/p>\n<\/div>\n

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