The #DellExperience Returns to SXSW with a ‘Syndicated’ Content Strategy and Music
In an installation-rich environment with share-worthy moments, immersive activations as well as a compelling lineup of content and—of course—live music, Austin-based Dell Technologies celebrated SXSW’s return to in-person with its long running #DellExperience lounge. The theme of the experience was “Creativity Brings us Together,” which came to life through stories surrounding sustainability, startups and new technologies helping entrepreneurs and artists “redefine what’s possible.”
The #DellExperience moved from its previous home for many years at the Sunset Room to Brazos Hall, a well-known Austin venue that is slated to be demolished. It was one of the last big events to take place in the space, and so within the experience the brand highlighted Brazos Hall memories and encouraged attendees to share their own memories.
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Throughout the multi-level footprint there was a range of zones to explore, starting with an Instagram-worthy wall on the rooftop covered in greenery with pieces of motherboards attached in a tree design that showcased Dell Technologies’ mission to “push the boundaries” of sustainable PC design. On display in a shadowbox was a PC designed for 50-percent carbon footprint reduction.
Elsewhere on the roof, attendees could charge their phones under a shade structure with a colorful plant leaf motif that was powered by solar panels. There was also an oversized “Lite Brite” activation, where attendees could grab a peg color coded by the changes they’d like to see in the world, from “enabling education with great digital inclusion” to “expanding economic opportunity by increasing equitable access,” and display those wishes in designs.
Inside the venue, product zones featured eye-catching architecture and lighting, including the “Alienware Café,” where Alienware highlighted its top new games and peripherals. In an Elevator Pitch activation, which was designed as a custom-fabricated video recording confession booth, attendees were encouraged to pitch their best ideas for new companies. Winners were awarded a free laptop. The activation tied into the brand’s larger program, Dell for Startups, which is a free assistance program for entrepreneurs that provides expertise from technology advisors.
And speaking of Dell for Startups, the brand hosted a larger, live Pitch Competition on its main stage with a panel of judges as part of the lineup of content programming. The winner was awarded $15,000 and claimed their spot in the semi-finals of the brand’s year-long competition. The content program, overall, included a panel discussion every day on topics such as “Technology: The Great Equalizer” to “How Circularity Can Save the Planet” to “Ideas Rooted in Diversity,” in addition to mentor sessions, and live musical performances.
“Our syndication strategy is really what we’re leaning into as we come back to in-person experiences,” says Dan Preiss, vp-experiential marketing. “We’re not throwing away the lessons of the last two years. We’re taking this great content and finding ways to embed it throughout our other channels and tools and programs that we have going on at Dell Technologies. We recorded everything we captured on-site, and now it’s available on-demand in chapter-ized pieces.”
As for the musical lineup, with performances taking place on both floors of the venue, Dell Technologies themed it around celebrating “Born in Austin,” and included Austin artists like Trouble in the Streets, Jane Leo, The Peterson Brothers, Jonathan Terrell, Tameca Jones, The Lonestar Souvenirs and Mobley. Mobley has been playing at the #DellExperience for years and the brand, in partnership with Austin City Limits Radio, live-streamed an interview with the artist, followed by a live performance.
“I love South By because of how multi-dimensional it is, and so our program channeled that with one of those dimensions being the celebration. We work closely across the business and were able to bring forward some exceptional speakers and sessions,” Preiss says. “But as this is a music city, we had some incredible performances, including Mobley, who is one of the most sought-after performers in Austin. So, it was a real celebration of our hometown of Austin.” Agency: Lacy Maxwell Productions.
Take a Tour of the #DellExperience Lounge:
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