SXSW 2019 served up 3,000 pounds of cheese and now I don't feel so good

CNET | 3/14/2019 | Erin Carson
leeann77 (Posted by) Level 3
Click For Photo: https://cnet1.cbsistatic.com/img/F9SV8AcdIAOR5xYSaXlw1G-HvAU=/724x407/2019/03/14/30d135e4-0364-46b8-9456-eea27ef4dae1/cheeselandia.jpg




That's a lot of cheese.

As I walk down the third floor hall of the JW Marriott in Austin, Texas, the smell of cheese gets stronger.

Moment - Year - Making - SXSW - Return

This moment has been a year in the making. I'm at SXSW and I'm about to make a return visit to Wisconsin Cheese's Cheeselandia, a veritable cheese-stravaganza that's inevitably the thing I think about while I'm staring into the middle distance at my desk on any given Wednesday.

My objective: eat an unseemly amount of cheese, because this, if nothing else, is what it means to be a culture reporter.

Cheeselandia - Follow-up - Year - Offering - Board

Cheeselandia is a two-day follow-up to last year's offering of a 70-foot cheese board inside a barn constructed by Wisconsin Cheese. It was arguably one of the most buzzed-about events of SXSW -- one that seemed so delightful and random that the question "why" was irrelevant.

And that's saying something. In 2018, SXSW brought in about 432,500 people for sessions, showcases, expos and parties covering not just music, film and interactive content, but a wide range of topics like education, environmentalism, gaming and marketing.

Event - Everything - Feat

At an event that has just about everything, it's a feat standing out.

At Cheeselandia, though, there's a line out the door and down the hall. Attendees can load up plates with cheese and crackers, try fondue and cheese curds, or grab a glass of champagne off a metal holder built around a woman's dress. There are snow cones and a table-top Ferris wheel with award-winning blocks of cheese -- all themed as a state fair.

Days - Companies - Experiences - Activations - Events

These days, companies bring interactive experiences, clinically referred to as "activations," to big events like SXSW in hopes of not only generating word-of-mouth chatter, but also burning positive brand feelings...
(Excerpt) Read more at: CNET
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