The Ask: During SXSW 2019, we were asked to build awareness and excitement around Facebook’s family of apps and services through immersive, share-worthy experiences that would bring their new brand messaging to life. We created moments that showcased Stories, Video, Instagram, and Messenger.

Our Approach: Austin is a unique community that embraces individuality. During SXSW, people from all over come to the city to celebrate creativity. This made our FBHQ experience a prime moment to show guests how Facebook provides tools to transform ideas into impactful action. Every touchpoint throughout the space highlighted community, connection, and curation through guest interaction, taking the experience to the next level.

Activations:

A Walk in Zilker Park Digital Mural: We created an interactive mural of Zilker Park that encourages guests to use features to capture a unique Stories moment. Four different markers on the floor had motion sensors that detected guests’ presence, bringing the park to life before their eyes. They then captured animations like a dog catching a frisbee and people flying kites, all set within the park backdrop. Each animation triggered had an Instagram feature or sticker integrated into it. When guests stepped up to all four sensors we created a surprise and delight moment animation, allowing them to capture a special moment in a single Story.

Join the Group Messaging Hub: We created a Group Messaging activation that showed chats between faux users as they planned their SXSW experience. Each one represented how businesses from different verticals, such as travel, entertainment, and customer service, can be integrated into the conversation. We included case studies on nearby iPad stands so that attendees clearly saw the opportunity to connect with consumers through the business lens.