Capital One House at Antone’s in Austin, TX, was created to showcase Capital One’s associates and digital products through content and experiences that are authentic and engaging to the public.

RESULTS

Increased attendance 6% from 2018

Increased job applicants 50% from 2018

Increased web traffic to Capital One’s tech website by 15%

ROLE

DESIGN STRATEGY, UX DESIGN, UI DESIGN, GRAPHIC DESIGN, EXHIBIT DESIGN, MARKETING

South by Southwest (SXSW) is a film, interactive media, and music festival with conferences organized jointly showcasing cutting-edge innovation and bold thought.

Capital One has been a Super Sponsor of the festival since 2015, and their presence at SXSW allowed Capital One to align with other innovative technology brands like Google, Facebook and Uber.

CAPITAL ONE 2019 SXSW RECAP

Capital One House at Antone’s

Capital One House is a showcase of associates and digital products shown and told through content and experiences that engage audiences and further cement the brand as a tech-forward company. I helped present engaging content that demonstrated Capital One’s thought leadership, led by associates and partners. We highlighted products that elevate consumer perception of Capital One as a tech company that puts the customer first. My team and I delivered meaningful experiences that were accessible and exciting for all — techies and customers alike.

AUTO NAVIGATOR XTRAPOLATOR

Building Your Dream Car

Capital One’s new Auto Navigator service allows users to find their dream car, and finance it, with the click of a button.

I helped create a way to build your dream car. We called it the ‘XTRAPOLATOR’.

XTRAPOLATING YOUR DREAMS

Pop-Culture quiz

From “Future-ific” to “Mad Maximum” and the “sassy” and “sporty” in-between, we took the “XTRA” of our extrapolations from your mind and paired you with one wild ride.

keep it simple, keep it quick

We did this by creating an app focused on four simple questions, keepin’ it quick and easy. Then we send your results through to a huge LED screen where they are displayed in an AR (that’s augmented reality) viewpoint. Believe me when I say you will feel the rumble as the engine roars and the tires squeal to a halt.

autonavigating to your next ride

After your creation was revealed, Auto Navigator took over and showed the best-matched cars in the area that were ready to buy.

Giving up to give back

Back in 2018, Capital One started a local charity donation, giving away their budget for conference swag. What better way to eliminate waste and support local communities? We decided to make this more interactive and have a higher level of visibility at SXSW by installing a fun Plinko game that allowed guests to “vote” by inserting the ball and seeing which charity would receive their vote. We had 1,291 votes, which was a 119% increase over 2018, with a different installation. Donations went to JUST, THINKERY, and the YMCA.

X Charity Wall, giving back to local Austin charities

JACOB BANKS and his acoustic Unplugged set.

surprise “Unplugged” Delights

Music is at the heart of SXSW, and Capital One doesn’t hold back with their contracted talent. This year we included a surprise, intimate set of concerts. We surprised and delighted attendees in line with passes to an exclusive “Unplugged Concert,” leveraging existing contract provisions with Mt. Joy, Bishop Briggs, CHVRCHES and Jacob Banks. We had 486k social impressions and 100+ organic pieces of social media content that were generated. We also secured organic coverage in the Austin American-Statesman on the CHVRCHES unplugged set.

JACOB BANKS and his acoustic Unplugged set.

Nighttime at the Capital One House

Our big events are always at night, so the marketing had to be unique and eye-catching for the shows. I designed an old-school band poster with the help of the awesome Jesse Alcarón. We had an overall attendance of 3,342 people, an increase from 2018.

Partnering with cross-divisional teams

This year we also took advantage of partnering with Capital One’s new Savor card team and the Capital One Café team. We gave out “COFFREE” cards to attendees who were waiting in line, cut when capacity was met, or held in overflow rooms during talks or by recruiters. Partnering with the nearby Capital One Café team, we gave out VIP passes to the Capital One Café Outdoor Stage at the SXSW music festival to random guests at the Café. With the Savor team, we worked to bring unique specialty drinks and branded mugs to the Capital One House.