To kick off their 3-year official sponsorship of SXSW, Mazda tapped The Visionary Group to create a 2-week-long activation plan. This was the brand’s first time activating outside of an auto show, and they wanted to make their biggest impression yet. TVG conceptualized, planned, fabricated, installed, and executed multiple separate events for Mazda, including a recharge lounge at the Austin Convention Center, a musical block party that turned the Mazda 3 into a musical instrument, a 40’ x 20’ footprint featuring Forza II Horizon racing sleds, a tastemaker panel led by Major Nelson, and a 12’ tall LED SXSW logo that served as a photo backdrop for the music festival’s official outdoor stage. The entire program provided Mazda with the most content capture and hand-raisers for an event series ever.
CONCEPT & VISION
The client’s main objectives were to increase awareness of Mazda as a brand that supports courage, creativity, and conviction. TVG created inviting environments throughout the event space, with warm woods and Mazda red, and ample opportunities for interactivity and social sharing.
TVG fabricated all major elements in-house and loaded up two 24’ trucks to make the drive from the company warehouse in LA to Austin. Load-in continued on a rolling basis for over a week.
While managing 4 activations, TVG also pitched in to help with Mazda’s presence at the Fader Fort and the Hype Hotel. TVG also helped with Mazda’s shuttle service. Everywhere that Mazda was during SXSW – TVG was there.
12,000+ guests visited the 4 activations (4,463 registrants for the Mazda shuttle and 2,295 leads generated). Press mentions included USA Today, Mashable, Digiday, and a special taping by the Jimmy Kimmel Live show.