The steep price tag of marketing at SXSW

Too rich for my blood. Plus, why a taco could save America, PBR spares the Twinkie, selling the moon, the Times gets an online makeover, McDonald’s menus over time, a daughter’s obituary for her father goes viral, and more.

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• 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.

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