How Slack Delivered an Engaging Experience at SXSW

Sparks Marketing
Slack SXSW Hero for blog

Leading industry publication BizBash has published a roundup of some of the most vibrant and inventive brand activations to be presented live at SXSW this year, with the Slack Digital HQube earning a spot.

Never failing to generate buzz and conversation, the Austin-based SXSW has undergone a significant transformation as a result of the COVID-19 pandemic over the last two years. After it was canceled altogether in 2020, it returned with a new virtual format in 2021. This year, it included a mix of both online and onsite experiences, with COVID-safety guidelines firmly in place.

As Nadia Chaudhury describes in the BizBash piece, despite an absence in experiences put on by some of the top brands, the brands who were there, including Slack, made an indelible impact.

A Closer Look at the Slack Digital #HQube Experience

Originally debuted as a live, interactive counterpart to Slack’s virtual Frontiers event, the Slack HQube made a splash with audiences on both sides of the country when it first appeared in San Francisco’s Yerba Buena Square as well as Grand Central Terminal in New York City.

Meant to playfully and beautifully showcase all of the ways Slack has revolutionized how—and where—people get their work done, the primary inspiration behind the design was a digital headquarters (HQ). Within the easy-to-navigate environment, visitors enjoyed fun and social-media worthy photo opportunities (complete with backdrops that reflected Slack’s “work from anywhere” and “collaboration made easy” philosophies).

From there it was on to the Digital HQube, with four sides each representing a different theme (“Work from Anywhere,” “Welcome to Your Digital World” and more) coinciding with fun, interactive elements. Throughout it all, visitors took to their favorite social media channels to share their experiences, boosting the idea that Slack is all about collaboration and sharing.“

The interactive Digital HQube explored aspects of Slack, while a lounge with inflatable furniture, a bakery truck and a profile picture photo op engaged guests,” notes Chaudhury of the Slack activation.

Check out the video below for an up-close view.

Photo courtesy of Lisa Hause Photography