Some 30,000 people will attend South by Southwest Interactive this year. It's a safe bet that none are hoping to be hectored with marketing messages.
On the other hand, SXSWi has dozens of sponsors, including eight "super sponsors" that are paying in the six-figure range to get in those attendees' faces. Is there any middle ground?
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Scott McNearney thinks so. McNearney, the sponsorship chief for SXSWi, says he believes all the sponsors should add to the experience, not disrupt it. "I'm always pushing brands to enhance the experience," he says. That manifests itself in two ways — helping or entertaining.

"Game of Thrones"-sponsored pedicabs at last year's SXSWi.
Image: Flickr, Anna Hanks
Alleviating the frustrations of a great way to make your brand welcome. "There is a conference attendee hierarchy of needs that includes food, drink, transportation and technology (Wi-fi, charging stations), says Doug Kamp, executive creative director, gyro Chicago "Meeting those needs in an unconventional way can yield huge emotional benefits for a brand."
At SXSWi, getting around town is a major hassle. It's nearly impossible to hail a cab and if your hotel isn't within a block or two of the Convention Center than, that means that you'll either be walking a lot or hopping on one of the city's many pedicabs.
For marketers, this an opportunity. For the past few years, for instance, for the past five years, Chevrolet has offered a "Catch a Chevy" program that provides free rides to attendees.There's no pitch for Chevy, just a lift to wherever you're going.
"For attendees who are trapped at a far-flung, non-downtown hotel, the free rides they offer are a godsend," Kamp says. "The payoff is one of appreciation. Is someone going to run out and buy a Chevy the next day? Not likely. But, there is an emotional reaction to the brand that could lead to a change in brand perception or increase intent to buy down the road."
Similarly, NBC will be offering free bicycle rentals. The bikes' baskets include an ad for the J.J. Abrams-produced show Revolution and an invitation to use the hashtag #powerdown. For the less athletically inclined Miller Lite will also be offering free pedicab rides.
Another welcome addition is free Wi-fi. While some local establishments offer this service, AT&T, for one, will be providing free Wi-fi in various places around town as well to publicize its fiber-only GigaPower broadband service.
Finally, there's food. Subway plans to make a big splash for its Flatizza pizza and plans to sample the new menu item around town.

While there are lots of sponsored parties at SXSWi, Pennzoil is planning to offer a different kind of experience. Mario Karting Reimagined lets attendees ride go-karts that attempt to simulate the experience of the upcoming Mario Kart 8 video game for Wii U. After you leave, Pennzoil will also send you a video of yourself riding the go karts, which you can disseminate on social media.
Pennzoil is a new sponsor to the show. Not the typical brand you'd associate with SXSWi, Pennzoil was looking for the right venue to launch its Pennzoil Platinum line of motor oils featuring PurePlus Technology. That product is made from natural gas and promises to result in 25% cleaner pistons. "It's like toothpaste," says Bree Sandlin, Pennzoil global brand manager. "Some whiten, some brighten."
Sandlin says she doesn't expect attendees to run out and buy quarts of Pennzoil Platinum after a go kart ride. Instead, it's a bid to raise awareness for what she sees as a huge category innovation. "We feel like we're going to revolutionize the face of motor oil," she says.
Like other marketers, Pennzoil sees SXSWi attendees as influencers, whose tweets and hashtag mentions could raise awareness on social media.
Will it work? Damian Bazadona, founder of Situation Interactive, an event marketing firm, says in general it's better to try to do something memorable like Pennzoil is doing than to just sponsor a party. Big ideas are hard to create and execute, though. "I'd summarize it this way," he says. "If you don't have a great idea, then be helpful. If it's not great, then don't do it."