Day one at SXSW in Austin delivered on all expected fronts. Throngs of people descended upon the Austin Convention Center to pick up their badge and attend sessions which began at 2PM. But before sessions began, there was much mingling and plenty to do thanks to brand like Pepsi which set up an entire "playground" area called the Pepsi Max Lot adjacent to the convention center. There attendees could check out bands on a stage, play foursquare (the real kind), drink tons of Pepsi product. enjoy the sun on couches and generally mingle with friends.
Sony took over an entire bar and converted it into Playstation Central. CNN took over an entire restaurant even replacing the restaurant's sign with a fully branded one of their own. And Fast Company took over the Moonshine restaurant and served up a delicious lunch to those lucky enough to have been invited.
Inside the convention center, the Samsung-sponsored TechSet lounge was a happening place for bloggers who were treated to a live performance by He is We, given the chance to play games, drink and eat and hang with their fellow blog mates.