SXSW is typically an experiential marketer’s playground. The conference—equal parts media, film and music—presents an opportunity to connect with a tech-savvy, entertainment-focused audience. And it can create massive buzz surrounding your brand, product or service. Remember the launch of Twitter? Or the awestruck attendees of HBO’s SXSWestworld? Both gamechangers for brands.

But this year the event, which took place March 16-20, went all digital. Marketers who were accustomed to activating epic fan experiences on the ground converted to virtual ones. But for some brands, such as Wisconsin Cheese, virtual engagement provided some gains. Learn how the organization leaned into personalization and participation for its “Cheeselandia” community with a highly interactive, celebrity-filled Zoom cheese tasting.

News on the social media marketing front: The cost of Facebook advertising is up 30 percent compared to this time last year, when many brands paused marketing efforts amidst the pandemic and social justice movements. Now brands want back in—and that’s contributing to a rise in prices. Here’s how marketers can approach this new development.

When Burger King tweeted “Women belong in the kitchen” on International Women’s Day earlier this month, the fast food giant experienced a barrage of backlash and accusations of insensitivity—despite the campaign’s goal of highlighting gender disparity in the restaurant industry. Here is how brands can take a proactive approach to avoid similar controversy.

Lastly, LinkedIn has introduced numerous new features during the past year, many of which were designed to help individuals find work and to facilitate communications among employees during the pandemic. But others are useful marketing tools for B2B companies. We look at how businesses can tap LinkedIn stories, polls and sales insights to help personalize their brands, survey audiences and assess prospective clients.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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