SXSW is one of the busiest and noisiest stages for brands, with every activation competing for attention, engagement, and memorability. For Comcast, the opportunity was not just to appear at the festival, but to tell a meaningful story about the company’s efforts during the COVID-19 pandemic in a way that could cut through the clutter and leave a lasting impression.
CM&D worked with Comcast and Los York to create a VR activation centered on Comcast’s Lift Zones initiative, which expanded internet access for low-income families during a time when connection had become essential to everyday life. Rather than relying on VR as a novelty, the experience used immersive storytelling to help audiences better understand the real-world impact of that work.
The final activation blended digital and physical elements into a self-guided VR experience built for SXSW, supported by additional mobile navigation tools designed to help drive booth traffic and strengthen the overall event presence. The result was a focused but high-visibility project that helped Comcast turn community impact into a more memorable brand story.
The Goal:
Use immersive technology to spotlight Comcast’s pandemic and community impact work in a way that could break through the noise of SXSW. The broader goal was to create a branded experience that felt emotionally resonant, strategically smart, and memorable enough to stand out in a crowded field.
Our Approach:
CM&D approached the project with a focus on story clarity, event impact, and creative execution. At a festival like SXSW, VR alone is not enough to earn attention. The experience needed a strong concept, polished delivery, and a clear connection between the immersive format and the story being told. We worked closely with Los York to shape a self-guided activation that translated Comcast’s real-world impact into a visually compelling VR experience designed for live event engagement.
Key elements of the project included:
