Criterion Closet at SXSW Shows How Authentic, Emotional Experiences Are Redefining Brand Marketing

Brynn Brewer, a content producer at Chubbies Shorts, joined dozens of others who lined up early on a Saturday morning to experience the Criterion Closet at South by Southwest (SXSW). The installation, designed to mimic the iconic setting from Criterion’s YouTube series, allowed attendees to select classic films on Blu-ray and reflect on their personal connection to them. Brewer and others likened it more to an “interactive art installment” than a marketing event, suggesting that the experience offered something deeply personal and culturally meaningful.

Experiential Marketing Focuses on Emotional Impact, Authenticity, and Deeper Brand Connections Post-Pandemic

The Criterion Closet activation resonated with attendees, especially film lovers, who didn’t mind the long wait under the hot Austin sun for a chance to spend just three minutes in the mobile truck. The experience included browsing Criterion’s classic film collection, choosing a few to take home, and snapping a keepsake Polaroid. Conversations among those waiting highlighted a collective appreciation for cinema, demonstrating how experiential marketing, when done authentically, can create genuine emotional connections.

Brands at SXSW — including Criterion, FX, Amazon, and Alaska Airlines — have shifted their approach to experiential marketing following the pandemic. Rather than focusing solely on visibility and relevance, companies now aim to offer meaningful brand interactions. Marketers are increasingly evaluating success not just by metrics like foot traffic or social media mentions, but by the emotional impact and “brand love” generated through these activations, a topic that surfaced repeatedly during festival panels.

Brands Embrace Immersive, Authentic Experiences to Deepen Engagement and Build Emotional Connections

For Criterion, the mobile closet experience marked its first major marketing effort, reflecting the brand’s commitment to authenticity. After seeing consistent fan demand for access to the YouTube-famous closet, the company repurposed a truck from previous pop-ups and launched a three-city tour, with SXSW being its third stop. Over 1,000 visitors engaged with the installation, leading Criterion to extend operating hours and cap the line early due to overwhelming interest. The effort was praised for staying true to Criterion’s identity while deepening fan loyalty.

Other brands took unique approaches to their SXSW presence. FX created a fully immersive installation for its upcoming series Alien: Earth, putting attendees in an apocalyptic narrative. Meanwhile, Paramount+ and Amazon offered more laid-back environments focused on brand immersion through hospitality and fan engagement.

Across all activations, the emphasis was clear: success lies not just in attendance, but in creating memorable, shareable moments that reinforce brand identity long after the event ends. As one marketer put it, “If someone goes to a brand activation and doesn’t share it, did they even attend?”