What's a SXSW 'activation' and why are companies spending so much on them? Here's your answers

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Outside the walls of the Austin Convention Center and other official South by Southwest venues around town, countless connections are being made, partnerships are being forged and deals are being done. Much of the action at the festival takes place in the corporate “activations” — event venues, restaurants and even parking lots taken over by big companies such as YouTube (it again rented out the Coppertank Event Center on Trinity Street), Google (it took over a two-story house on Rainey Street…
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What's a SXSW 'activation' and why are companies spending so much on them? Here's your answers

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