The algorithm thinks it knows you. It feeds you more of what you like, curates your experience, makes your world smaller. But at SXSW 2025, brands that broke the feedback loop won big. They reminded us that real engagement isn’t predictable—it’s found in the unexpected.

SoHo’s Chief of Creative Officer, John Millward, partnered with SOON Future Studies on the presentation of The Future of Brand Experience Design Report to provide industry insight around what makes an experience memorable for consumers in 2025. This article is intended to share with you how winning brands at SXSW are playing their cards right. Watch the full presentation here.

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Whataburger: Breaking the 'Prison of Joy' with Unexpected Experiences

Whataburger. "Whataburger® Brings Its Popular 'Museum of Art' to Life at SXSW In 2025." Whataburger Stories, 26 February 2025, stories.whataburger.com/wmoa-at-sxsw-2025/. Accessed 27 March 2025.

In an era where hyper-personalization can confine consumers to predictable content loops, Whataburger shattered expectations by transforming its digital Whataburger Museum of Art (WMOA) into a physical gallery at SXSW. This activation featured over 200 pieces of fan-created art, including interactive exhibits like a transformable restaurant interior and a photogenic mugshot wall, inviting attendees to experience the brand in a novel and immersive way.

Paramount+: Evoking Bittersweet Nostalgia

Paramount Plus (@paramountco). Photo of Paramount Plus Event at SXSW 2025. Instagram, March 12, 2025, www.instagram.com/p/DHG1dAapVb3/. Accessed 27 Mar. 2025.

Paramount+ tapped into the power of nostalgia with "The Lodge," an Austin-inspired corner store that transported visitors back in time to fan-favorites, like StarTek, while promoting current shows like "Yellowjackets" and "1923." This blend of past and present created a sentimental yet fresh experience, allowing attendees to reminisce while engaging with contemporary content.

NASA: Embracing 'Manual Living' Through Hands-On Engagement

CBS Austin. "Space Smells and Astronaut Tales: Austin Library Goes Galactic for SXSW." CBS Austin, March 7, 2025, cbsaustin.com/features/we-are-austin/gallery/space-smells-and-astronaut-tales-austin-library-goes-galactic-for-sxsw?photo=6. Accessed 27 Mar. 2025.

NASA transformed the Austin Central Library into "NASA House: CreateSapce," an immersive space where visitors could engage in hands-on exhibits and exploration activities. This activation allowed attendees to participate actively in shaping their understanding of space, fostering a deeper connection through tactile experiences.

YETI: Showcasing Curated Authenticity

Erika Goldring for BMI (@bmi). Photo of YETI Music Showcase at SXSW 2025. Instagram, March 13, 2025, www.instagram.com/p/DHJHvErxATH/. Accessed 27 Mar. 2025.

YETI's SXSW Music Showcase exemplified curated authenticity by hosting an 18-artist lineup over three days at their flagship store. This event offered an intimate setting that reflected YETI's brand ethos, providing attendees with genuine interactions and live performances that felt both personal and aligned with the brand's identity.

Rivian: Driving Sustainability as a Core Value

Rivian (@rivianofficial). Photo of Rivian at SXSW 2025. Instagram, March 9, 2025, www.instagram.com/p/DHG1dAapVb3/. Accessed 27 Mar. 2025.

Rivian's chose to do their vehicle demonstrations at Electric Roadhouse, “a space that merges classic Americana with a vision for a sustainable future,” said Denise Cherry, Rivian Vice President of Marketing. By integrating eco-friendly practices into their activation and panels, especially “The Moment We’re In: Transitioning How We Move, Think and Change the Planet,” discussing the movement away from fossil fuels, Rivian not only showcased their latest electric vehicles but also educated attendees on sustainable transportation solutions, reinforcing the brand's dedication to environmental responsibility.

What This Means for Experiential Marketing

These activations highlight a pivotal shift in brand strategy: moving beyond traditional marketing to create immersive, emotionally resonant experiences. By embracing surprise, nostalgia, hands-on engagement, authenticity, and sustainability, brands can forge deeper connections with their audiences, ensuring they are not just seen or heard—but truly felt.

If your brand is playing it safe, you’re already behind. The future of engagement belongs to brands that embrace strategic unpredictability. How do you do that?

Design for disruption. Don’t just meet expectations—break them.

Engineer serendipity. Create moments that feel spontaneous, even if they’re meticulously planned.

Let audiences co-create. The more control they have over their journey, the more invested they become.

SXSW proved one thing loud and clear: in a world where algorithms serve up more of the same, the boldest brands are the ones that surprise us. Ready to break the loop? Contact us to create memorable experiences for your brand.

Listen to the full SXSW session, read The Future of Brand Experience article on SoHo Insights, or watch the full SXSW session here.

Beyond the Algorithm: How SXSW 2025 Proved the Power of ‘Planned Serendipity’