So, it's pretty much the end of SXSW Interactive (well at least for me).
I think, as I mentioned earlier, one of my issues this year is it felt bigger brands were 'crowding out' the startups. But two got it right.
American Express refreshed their positioning of 'membership has privileges' for a digital age. By allowing attendees who synced their Amex cards to twitter to get tickets to Jay Z they created an amazing event. (Oh, and if there's any doubt Jay Z is incredible live).
And he put on an amazing show - here's some typography in full effect.
The other brand that hit it out of the park was Nike. They were singular in their focus on Nike Fuel. They created a pop up store that was one of three places you can buy the band in the world. The purchase experience out-Appled Apple. The people were amazing. They had basketball courts and skateboard parks. An interactive, motion responsive billboard that was crazy. And built a beautiful pop up store that turned into an amazing live venue at night. Fuel band wearers got a VIP line. And full attention to detail - Sleigh Bells came on right at midnight as your Fuel Band reset for another day.