Inspiration: Austinites think SXSW has jumped the shark.
Idea: Give the best of the neighborhood the best stage in town.

The SXSW Music Festival started as a local showcase but had evolved into a tourist-driven platform for major labels. Like the proverbial good neighbor, State Farm wanted to connect with actual Austinites and reinforce their local bona fides. We identified three bands that were authentically Austin and staged a floating concert that reached its crescendo under the Congress Avenue Bridge. We shot content with the bands, partnered with platforms like Do512, leveraged micro-influencers for social chatter and hit the streets to spread the word to the festival crowd. We trended during SXSW – no small feat – and exceeded our goal of generating local leads.