The continued rise of creator-led brand engagement
The creator economy is no longer just an add-on to brand strategy. It’s a primary driver of engagement.
Beyond the Buzz: Mastering Creator Economy Trends with Jasmine Engberg, vp and principal analyst at eMarketer, will highlight how brands like McDonald’s, Duolingo, and Airbnb are integrating creators into their marketing ecosystems in more meaningful ways. You’ll find me there, and you’ll also find me at Fans & Fandom: The Creatorsphere is Now the Center of Cultural Relevance featuring Evan Shapiro, media cartographer and go-to thought leader in entertainment.
AR, VR, and metaverse reinvention
After a lull in metaverse buzz, SXSW 2025 reframes it with realism. Discussions focus on practical uses of AR and VR in entertainment, gaming, and retail, often powered by AI.
One session entitled The Metaverse 2025: Revival and Reinvention dives into how decentralized tech, XR, and gaming are shaping a reinvented metaverse.
Seek out the most buzz-worthy brand activations
SXSW isn’t just about what’s happening on stage, it’s about how brands are showing up across Austin. These cultural moments serve as case studies in consumer engagement, cultural relevance, and experiential storytelling.
Amazon Prime Video’s Immersive Hotel Takeover — Hotel San José, March 7–8
Amazon Prime Video is transforming Hotel San José into a multiroom experience celebrating its women-led original series, including The Summer I Turned Pretty and Another Simple Favor. Featuring elaborate set recreations, a Prime Bookstore Café with the books that inspired its shows, and interactive elements, this activation has been dominating SXSW anticipation posts on TikTok and Instagram.
FX’s Alien Wreckage Experience — 318 E. 5th Street, March 7–8
FX is making a major impact with a large-scale activation promoting Alien: Earth. The experience features a crashed spaceship installation, life-sized alien specimens, and interactive content. Early buzz compares it to past SXSW standouts, like HBO’s Westworld activation, and suggests this will be one of the most visually striking and immersive activations of the year.
Whataburger Museum of Art — Wanderlust Wine Co., March 8–9
Celebrating its 75th anniversary, Whataburger is embracing fan culture with a museum-style exhibit showcasing over 200 pieces of consumer-created artwork. The activation includes highly shareable elements like the Whataburger Day Dot Room and a Table Tent Mugshot Wall, tapping into local nostalgia and brand affinity. Texas-based creators are already driving significant buzz around this activation.
Dubai Future Foundation’s AI Chocolate and Tech Showcase — Congress Ave & 3rd Street, March 7–11
Dubai’s Museum of the Future is bringing its viral AI-designed green chocolate to SXSW, creating immediate curiosity online. Personally, this is the one I am most excited about, as I have seen countless TikToks with the characteristic “crack” of someone breaking into the mouth-watering chocolate. The activation will also feature AI-generated art from digital visual artist Refik Anadol, holographic displays, and futuristic tech concepts, positioning it as one of the most intriguing activations for those following innovation and emerging technology.