With countless simultaneous events in Austin during SXSW, getting and keeping people’s attention can be a real issue. To make an impact, 3M wrapped their exhibition space outside the main hall in retroreflective 3M™ Scotchlite™ Reflective Material. Wise’s group also had brand ambassadors roving the streets using Twitter and other social platforms to get the word out. The company was promoting its own #lifewith3M campaign, but saw the highest engagement with posts it didn’t promote itself, illustrating the power of organic experiences to drive social media engagement. It’s estimated that by the end of the show roughly 9,000 people, or about a third of the show’s attendees stopped by the 3M LifeLab