April 21, 2026
Picture this: 300,000 members of your target audience are self-contained in a 5-square-block area and are actively looking to engage with branded content. A communications team’s utopia? Perhaps. Realistic? Only at SXSW.
SXSW brings together communications, music, film and technology under one cultural umbrella. Austin, Texas, becomes a battle ground of brands fighting for attention. Activations immerse festivalgoers and curious spectators in the heart of the action, turning imaginative installations and pop-ups into memories that resonate long after the crowds disperse. Between interactive games, curated lounges and buzzworthy screenings, excitement is found around (and on) every corner.
It’s because of these activations that some of the most special SXSW discoveries often emerge not from the main stage, but from those unexpected, “in-between” moments that punctuate the planned itinerary. It’s often through these serendipitous experiences that brands truly make their presence known.
Here, we share our take on what drove success behind some of this year’s most interesting activations and offer key learnings for healthcare brands:
Carnival Cruise: No Joke … You Can Win a Cruise
On the heels of their 2025 “Carnival is Calling” campaign featuring Nick Offerman, the cruise line took things a step further with a series of phone booth installations inspired by The Punchliner Comedy Club aboard Carnival ships. Throughout Austin, curious participants dialed their chosen number from a short directory and were rewarded with cruise-inspired jokes or exclusive prizes, like the chance to win a free cruise. A nearby QR code gave all participants a second chance to win in exchange for joining Carnival’s email subscription list.
Why it worked: By pulling from signature Carnival experiences and capitalizing on their recent campaign success, the brand created an engaging, interactive experience that offered immediate gratification and high-value incentives.
Takeaways for healthcare: Healthcare often centers on serious or complex topics, but with the right approach, lightheartedness can help infuse delight into an experience that boosts engagement. Communicators who tap nontraditional pathways invite curiosity around health content that builds community and elevates brand awareness.
- Lean into low-barrier entry: Sometimes, quick engagement is all you need to be able to spark deeper conversation without a significant time demand. Using playful prompts can be effective tools for disseminating information that audiences may not otherwise gravitate towards.
- Make small things the big thing: Like tying laughter to the joy of cruise, healthcare brands can lean into the overarching wellness movement by creating micro-moments of self-care to connect themselves to better health.
Rivian: Rivian Joyride
It’s hard to ignore 2,500 pounds of recycled asphalt mounded into a 245-foot-long off-road test course in the middle of Congress Avenue. Rivian’s Joyride was designed to demonstrate the agility of its new R2, a smaller version of its original vehicle. With a quick waiver, any passerby could join one of the brand’s 27 professional drivers to experience the steep hills and dramatic tilts, often with only two wheels on the ground.
Why it worked: Rivian showcased the thrill and agility of life with an R2 by creating an experiential demonstration that brought its point of differentiation to life in an unconventional environment.
Takeaways for healthcare: Rivian didn’t just tell you the R2 was agile; they let you feel it. This is the ultimate “show, don’t tell” strategy. While emotional resonance is already critical for healthcare communications, the opportunity exists to create visceral, multi-sensory experiences that build understanding and trust.
- Leverage new options for immersion: Virtual reality (VR) or augmented reality (AR) offer a route to create new worlds for caregivers and others to experience a patient’s daily struggles. Designing playful, interactive experiences can allow audiences to actively discover how their choices can immediately translate into a sense of well-being and capability.
- Let others do the talking: With some audiences, advocacy groups and patient ambassadors are already in the driver’s seat. Just as Rivian put the spotlight on their ambassadors to take people through the course, supporting others can allow you to integrate into the excitement as part of the conversation, not a distraction from it.
PwC: Decode Zone
Within the SXSW Innovation Clubhouse, PwC leveraged the topic on everyone’s minds: AI. Each day, they cycled through questions to understand the perspective of SXSWers with inquiries about technology and its evolving role in society. Questions included, “Who has the most influence on culture right now?” and “Should creative works made without AI carry a ‘human-made’ label?” Participants answered a new single question each day in exchange for a shot at a prize-filled claw machine. The results populated a 3D screen display in a lounge setting complete with couches and chairs to bring the Decode Zone to life.
Why it worked: The Decode Zone reinforced PwC as an expert in societal and technological shifts by creating first-hand validation of their role in audience analytics. The activation aligned with PwC’s larger brand presence, which centered PwC as an insights partner with a daily four-part panel recapping key trends to date through the conference.
Takeaways for healthcare: PwC shelved an overt sales message and instead managed to demonstrate their cultural understanding at a key moment. For healthcare communicators, this means stepping out of the immediate treatment narrative to demonstrate an understanding of the broader ecosystem affecting patients, caregivers, HCPs and payers.
- Co-create with your audience: Everyone appreciates their voice being heard, and with healthcare, advocating for yourself becomes increasingly personal. Brands can showcase their commitment to unmet needs by inviting participants to contribute to an activation in real time to understand what individuals have to say.
- Build a brand world: Healthcare brands understand the delicate nature of authenticity. By exploring topics tangential to your key messages, like navigating healthcare policy, ethics of AI in medicine or caregiver support, communicators can show the dedication to their audience’s holistic POV on health.
SXSW offers a unique stage with a built-in audience actively seeking brand discovery. Carnival, Rivian and PwC excelled by moving past passive displays to craft memorable, surprising interactions that became personal takeaways. For healthcare communicators, the message is clear: Even in our highly regulated field, forging real connections means leaning into creativity. By imagining new ways to meet people in their daily lives, making experiences both visceral and empathetic and becoming trusted sources of insight, we can go beyond traditional approaches to resonate with audiences, making health content as impactful as finding that unexpected gem at SXSW.
By Emma Shirkey, Senior Account Executive, Strategy