• Branded food truck for a five-day stint at SXSW: $2,000
• Rebranding an Austin-based restaurant for the week: $750,000
• A 10-man street team blanketing the entire festival: $75,000
• Finding out you nabbed Jay-Z to headline a concert on your sponsored stage:
priceless no, still $2 million
What sounds like the reimagining of MasterCard’s iconic campaign is anything but “priceless” for marketers at South by Southwest (SXSW). This is, of course, assuming Bill Murray doesn’t make another spontaneous cameo behind the bar this year. Otherwise, as Digiday shows in an itemized list of SXSW marketing expenses, the costs are enormous no matter how you slice it.