SXSW 2025 saw a slew of brands erecting pop-up activations that gave the annual festival the feel of an immersive playground, drawing large crowds and generating significant buzz on social media. From experiential stunts to star-studded events, these branded spectacles are just one of the many ways the ad industry is making its mark on this year’s conference, which runs through Saturday.
Some brands hosted lavish parties, such as Gorton’s Seafood’s shrimp-themed fiesta, while others opted for quieter presences. Whataburger, for example, hosted an art gallery featuring 200 brand-themed pieces designed by fans. And thanks to SXSW’s status as a cultural moment, each marketing activation was able to leverage the power of social influencers to reach audiences beyond Austin, Texas.
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From Whataburger’s gallery to Criterion’s insanely popular mobile film closet, here are Ad Age’s top five brand activations at SXSW.