Put on your mental cowboy boots and tighten your metaphorical bolo tie as we bring you social-first happenings from this month in Austin, TX. SXSW 2025 proved once again that the future of social is all about authenticity and real-time connection. What are brands in search of? Marketing cheat codes to build buzz and drive demand. Let’s check out what social-first thinking got the most buzz at SXSW this year.
Twitter Co-Founder is Launching a New Social Platform, Mozi – 5k+ Mentions*
Evan “Ev” Williams has been a major player in the social media space for years. He’s the cofounder of Twitter, Blogger, and Medium and he’s looking to take the tech field in a different direction. Mozi is rethinking social interaction by crafting genuine, interactive experiences that bring people together in real life. On the ground at SXSW, they showcased innovative ways to counter digital isolation, proving that authentic community engagement is still within reach. Mozi’s approach is aimed at fighting the “loneliness epidemic.”
Making plans shouldn’t feel like work.
— Mozi (@getmozi) March 7, 2025
Introducing Local Plans on Mozi. 🥳. Coworking from a coffee shop, a concert, yoga…anything can be a “plan” on Mozi if you want others to join.
Log your first local plan and let us know what you think! https://t.co/qmaDte6Ffj pic.twitter.com/EyGDUNBpvk
Bluesky CEO Jay Garber Envisions a Future without Tech Billionaires – 2k+ Mentions*
Bluesky CEO Jay Graber made a bold statement by sporting a “mundus sine caesaribus” shirt, which translates to “a world without Caesars,” a nod to a world free of centralized tech power. In her talk, she highlighted Bluesky’s commitment to user choice and transparency, where users can “fork off” if they’re not happy with changes, and emphasized the platform’s collaborative spirit with other online partners. As Bluesky navigates its path to profitability and tackles data challenges, it’s clear the platform is rethinking the social network model by putting genuine user engagement and control at the forefront. Read more on the blog about Bluesky and what to think about as your brand considered joining the platforms.
Love Is Blind IRL Activation and Watch Party – 2k+ Mentions*
“Love Is Blind” wowed fans with its Season 8 reunion watch party, an activation that blended live interaction with real-time social posts. They flew out cast members, and viewers got to meet them and watch the new episode together. This activation was simple and authentic, demonstrating how reality TV can create immersive, community-driven experiences that work both onstage and online.
Ben & Jerry’s and Rivian Built an Ice Cream Truck – 2k+ Mentions*
Rivian had a massive presence at SXSW, and included a collaboration with Ben & Jerry’s on top of it. Rivian and Ben & Jerry’s are turning the classic ice cream truck on its head. This collaboration blends Rivian’s state-of-the-art electric vehicle technology with Ben & Jerry’s iconic, socially conscious brand, creating an eco-friendly mobile unit that’s as playful as it is sustainable. More than just serving up ice cream, this revamped truck offers an immersive brand experience—showcasing how creative partnerships can drive both sustainability and fun.
TL;DR
From Mozi’s innovative approach to counter digital isolation, Bluesky’s bold vision for a more user-controlled platform, and “Love Is Blind’s” and Ben & Jerry’s authentic, community-driven activations, it’s clear that the future of social engagement lies in genuine, real-time connections. These examples highlight that as brands reimagine how to capture audience attention, embracing authenticity and interactive experiences is key to thriving in social media.
*Source: Meltwater: March 7, 2025 – March 17, 2025
