Showing Up When It Matters: Yahoo’s SXSW OOH Strategy

What is South by Southwest (stylized as SXSW)? It is an annual March event where arts, media, and tech intersect. Global professionals gather in Austin, Texas for awards, competitions, sessions, showcases, screenings, and much more related to film, televisions, and tech.

And at SXSW, timing is everything. After all, the right message only works if it meets people exactly where they are, and when they need it.

PJX was thrilled to support Apollo Partners and their client Yahoo for their OOH presence at this year’s SXSW and its launch of Yahoo Scout, the brand’s new AI-powered answer engine.

The idea was to position Yahoo as a trusted guide attendees could turn to as they made their way through the festival; whether they were arriving in Austin, heading between activations, or navigating everything SXSW throws at you in a single day. PJX built a media mix that met people at multiple points throughout their journey.

Digital signage at the Austin airport welcomed attendees. As they moved throughout the city, they were met with street-level guerrilla posters. Sticker decals also sprinkled sidewalks. Check out the photo gallery below!

SXSW brings together tech, film, music, and culture in a way that turns all of Austin into part of the experience. Yahoo! showed up at key moments throughout that journey: right when people landed, out on the street, and throughout the city as attendees moved between events.

It wasn't just about being visible during SXSW, Yahoo! introduced its tool and offered something useful to attendees in the moment.

PJX didn’t just place media around SXSW, we built a strategy that aligned with how people actually move and consider context. If your brand or client is looking to make the most out of its out-of-home investment especially with an upcoming event, we’d love to help!

Let Collab on OOH!