| This study represents a qualitative look at messaging strategies employed by major sponsors of the 2011 South by Southwest Music, Film, and Interactive Festival in Austin, TX. By exploring the sponsors' motivations for aligning themselves with this festival, and examining how their messaging strategies change over the course of the week-long festival, the researcher hopes to gain insight into how congruence between each sponsor's product or service and the SXSW festival audience is achieved. |
