The Food Effect at SXSW

  • Experiential Marketing,
  • Digital Marketing,
  • Media Relations,
  • Social Media Engagement,
  • Reputation Management,

Land O’Lakes

Today, the vast majority of Americans have a limited understanding of how their food is grown, so we made things bold, simple and entirely Instagrammable.

Land O’Lakes is best known for its butter, when in fact it’s leading the search for solutions to feed human progress. That’s why Exponent and Colle McVoy created The Food Effect at SXSW, an informative and interactive experience at the nation’s premier intersection of technology and culture.

We tapped into the intellect and natural curiosity of the SXSW crowd with installations that were as immersive as they were informative.

The Food Effect launched an honest dialogue about the future of food and farming that challenged preconceptions, spurred a national conversation and reinforced the company’s position as a thought leader in the food, tech and ag industries.

Dozens of speakers — purposefully diverse in experience and discipline — hosted panel discussions where nothing was too taboo to talk about.

Tenacious pre-event media relations outreach secured media attendance and resulted in preview placements to drive traffic to our experience.

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Land O’Lakes used its SXSW space to teach people about tech and the future of food.

Sophisticated social media targeting reached influential attendees before they arrived in Austin, and live social media updates enticed those nearby to attend.

A dedicated off-site social listening team identified opportunities to invite potential attendees and engaged with visitors sharing content from the space.

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The conversation will continue through a year-long content partnership with National Geographic.

Visit the 360-degree website experience to explore futuristic farming operations.

Belief-Building Success

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Attendance doubled projections, with widespread engagement on social media.
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Top-tier media attended the experience, earning it national media coverage and accolades.