Odd Promotions at SXSW 2018

Vega Plant Power, SXSW 2018 - Austin, Texas

Vega Plant Power, SXSW 2018 – Austin, Texas

Most of the promotions during SXSW happen in the first three days, during the Interactive portion. That’s where the tech and media players pullout all the stops to capture the eyeballs of the increasingly distracted participants. Later, as SXSW shifts to film and then to music, much of the action happens indoors at movie screenings and live performances.

Media-tech companies like Twitter and Facebook, consumer electronics companies like Panasonic and Sony and regions promoting themselves the next tech-hub try to get in on the action. But this Vega Plant Power setup on Rainey Street left me scratching my head. What does this product have anything to do with technology and media?

The Vega people took over an entire bar too with fit/athletic types promoting their wares. I’m sure the bars don’t mind who rents out their space, but I’m wondering if this is the start of something new at SXSW. Perhaps as the traditional tech companies start to pull out, other peripheral entities will fill the void.

This sort of reminds me of regular commercial TV, which I rarely watch anymore. It seems like every other ad is for some kind of pharmaceutical. “Blah Blah Blah…. ask your doctor”. Gone are the days when you have a wide variety of advertised products. The same seems goes for diminishing magazines such as Time. Filled with drug ads and not much more.


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