SXSW is one of the hardest weeks of the year to get noticed. Every wall, screen, and bar tab in Austin is sponsored by somebody, and attention is priced accordingly. So when TikTok Radio wanted to promote its launch during the festival, the brief was simple: be everywhere the crowd is, all week, without disappearing into the noise.
The plan
Instead of bidding on a handful of fixed placements, we built a moving one. 44 campaign vehicles were wrapped and deployed across Austin, with routes planned around the corridors that actually mattered that week: venue clusters, hotel districts, the airport run, and the late-night stretches where the festival really happens.
Because every vehicle in the Stic network carries Stic Vision™ hardware, the campaign wasn’t a leap of faith. Coverage was visible on a live map, impressions were modeled from real movement and real traffic, and every placement was photo-verified before it hit the street.
The results
Over the course of the festival, the fleet delivered 5.4 million impressions across the campaign, concentrated exactly where the audience was, and re-routable as the festival’s center of gravity shifted from day to day.
“In a noisy market like SXSW, Stic allowed us to take over the streets of Austin to promote our launch and drive awareness.”
Dan Page, Global Head of Media & Licensing Partnerships
Why it worked
Fixed media can’t follow a festival around. A fleet can. The combination of flexible routing, live measurement, and verified delivery meant the campaign could act less like a billboard buy and more like a street-level media channel, one that moved at the same speed as the event itself.
Planning something loud for your next launch? Talk to our team and we’d love to help you take over a city.