With a new focus on big media and a track dedicated to TV premieres, SXSW has created an excellent opportunity for networks to promote their content to the festival goers of Austin. This year, the tactics go beyond the six new series premieres at the event, offering free giveaways and using stunt marketing around the city to spread word of mouth.
Adweek noted seven TV brands in particular that have been able to make their mark at the annual event:
“Bates Motel” (A&E)

At an eerie version of the legendary hotel, fans could grab free brownies from a vending machine marked “Free Munchies.” Brownies could come out with “Norman” or “Norma.” The Norma brownies warned the following: “Side Effects May Include: Obsessive compulsive disorder, the intense urge to control and the spontaneous need to shout ... or just the munchies.”
“Game of Thrones” (HBO)

The epic HBO drama opened up its traveling exhibit in Austin where festival goers can experience the world of “Game of Thrones” through virtual reality headsets, take photos sitting on the Iron Throne and see up-close actual props and costumes from the show. Branded pedicabs, a popular option this year at SXSW, also featured the Iron Throne.
“Jimmy Kimmel Live!” (ABC)

Kimmel took over the Metro Rail in Austin for some outdoor ads to promote his week of shows from Austin that feature local guests like Rick Perry and Willie Nelson.
“Late Night With Seth Meyers” (NBC)

Seth Meyers spoke with Olivia Munn at a panel for his new late-night show at SXSW, but that’s definitely not the end of his presence at the festival. “Late Night with Seth Meyers” also appeared in the form of branded food trucks, a bike share program and sponsorship at the Comedy Opening Party.
“Penny Dreadful” (Showtime)

Showtime’s new drama, debuting in May, was one of the six shows to have its world premiere at the festival under the Episodic banner. But the premium cabler also launched an outdoor marketing plan with major ad placements on SXSW Shuttles, seen throughout the city.
“The Strain” (FX)

The upcoming vampire thriller had a rest and relaxation center at the festival called the Transformation Station, where tired festival attendees could slip into sleeping pods to nap or watch exclusive content from the summer series.
“Watch What Happens Live” (Bravo)
Andy Cohen is no stranger to digital festivals, and for the second year, he did a week of shows live from Austin, welcoming guests like Jimmy Kimmel, Jason Ritter and Seth Rogen.
Read more at Adweek.
Brief Take: As SXSW becomes a more popular TV-promotion forum, standing out from the crowd has become both more challenging and more important.
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