South by Southwest is one of the most popular festivals for interactive film and music discovery. And because it draws people from across the country, it's one of the noisiest places for a brand. So, in order to cut through the noise, we set out to remix the festival experience, and we knew exactly what needed a remix. Swag, as South by, it's everywhere. And people can never have enough free stuff until they do. So armed with this insight, we created an exclusive algorithm and put it to work at the first take 5 swag exchange. People brought us unwanted swag, we logged their items into our custom app, and calculated the value. Then we handed them stuff they actually wanted in return. Just like the stock exchange, our formula used supply and demand to calculate the daily value of each piece of swag. The rarest items were the most valuable, even if it was just a mug. Word spread, and the line to get in grew daily. Guess spin an average of 30 minutes at the swag exchange. By the end of the week, they brought us almost 6,000 pieces of swag, and we handed out more than a thousand prizes. The experience generated 32.7 million impressions, and third party endorsements brought in more than 4 million impressions. With headlines listing it as one of the best experiential brand activations at South by Southwest and more, proving that a brand can do South by Southwest right, if they use innovation to meet their consumers needs.