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Brunch or blood donation? Meditation or roller skating? Vampires or superheroes? With more than 75,000 attendees, South by Southwest becomes prime grounds for brand activations over the 10-day span of the conference and festival that covers the latest in technology innovations, films, music, and art.

In order to generate buzz-building lines at events and encourage social media posts, brands and their creative partners came up with activities and programming that encouraged engagement.

There were fewer non-SXSW-branded events this year. Even SXSW music wristband-holders were able to R.S.V.P. for tickets for the first time. Some major brands were missing (Pandora) or limited their presences (Mashable only hosted its MashBash party, with no Mash House this year, while BuzzFeed attached itself to other brands). However familiar names like HBO, Amazon Prime, and Twitter returned, alongside first-time names like Lululemon, Activision, Atlas Obscura, and Patreon.

HBO’s Game of Thrones #BleedForTheThrone

‘Good Omens’ Garden of Earthly Delights

‘Good Omens’ Garden of Earthly Delights

‘Good Omens’ Nuns

FX’s ‘What We Do In The Shadows’ Vampire Library

Netflix’s ‘The Highwaymen’

UberEats’s House

UberEats’s House

L’Oréal’s Know Your Skin Activation

Atlas Obscura and Gore-Tex’s Into the Element

StubHub Sound Stage

Starz’s ‘American Gods’ House of the Gods

House of Patreon

Viceland’s Skateland

Audible’s ‘The Night Realm’

Comcast NBC Universal House

Comcast NBCUniversal House

Copernicus Project Presented by Land O’ Lakes

Michelob Ultra Pure Gold’s Pure Golden Hour

Culture Trip’s Soho in Soco

Showtime House

Luluemon’s Sweatlife House

Luluemon’s Sweatlife House

The Experience by Dell Technologies

The Experience by Dell Technologies

Twitter’s #TwitterHouse

Facebook Art House

Sony Wow Studio

ADP’s Smash the Ceiling

Produce Marketing Association’s Global Street Farm

Activision’s Blizzard Media Arcade

DC’s #LongLiveTheBat