Rivian’s Electric Ice Cream Trucks and Pop-up — South Congress, all week

Rivian is merging sustainability with consumer experience by deploying electric-powered Ben & Jerry’s ice cream trucks throughout Austin. At its South Congress space, Rivian will showcase its latest EV models in a California desert-inspired setting. This activation is generating strong pre-event buzz, especially among sustainability advocates and automotive enthusiasts.

JBL’s Music Lounge and Secret Shows — Various locations

JBL is making a major play to integrate its brand more tightly with the music scene with several activations at SXSW. These will include secret performances at the Rolling Stone Future of Music showcase, influencer meetups, and interactive listening lounges featuring the latest JBL audio technology. Early social chatter suggests this will be a key highlight for both music lovers and brand marketers.

SXSW is a mindset, not a to-do list

SXSW is more about immersion than checking off panels. The best insights come from observing, listening, and engaging in the right conversations.

To that end, a few unofficial events of note include The Female Quotient Lounge (March 8–9), where last year, I had the unforgettable experience of meeting Kara Swisher, and Brand Innovators (March 7–10), which serves as the de facto brand marketers reunion tour, bringing together some of the most influential voices in the industry.

How marketers can maximize their SXSW experience

Be present: You will overschedule, and that’s normal. Make space for unexpected surprise connections that become VIP moments.

Think like a trendspotter, not a marketer: Watch how attendees engage with brand activations and take note of which cultural conversations are gaining traction.

Follow the social buzz: Platforms like Reddit, X, and TikTok will be the best sources for real-time reactions to panels and activations.

Look beyond official events: Some of the most creative activations and pop-ups aren’t on the official schedule. Watch for hidden gems.

Follow up fast: SXSW is about networking, but the real value comes after the event. Make sure to connect with new contacts while the energy is still fresh.

The most valuable takeaways for marketers won’t just come from panel discussions, but from immersing in the real-world conversations happening across Austin.