With only 5 weeks to strategize and execute, IRL was under a major deadline when 8 week old Highlight asked for a unique SXSW activation. IRL designed a street team program that cut through the noise at SXSW and engaged attendees with a fun, traveling promotion utilizing the app's technology. IRL fabricated custom Highlight carts that travelled through the city targeting key events. Brand ambassadors packed the neon glowing carts with Highlight tee shirts, coffee and granola in the mornings and snack packs and emergen-C packets late at night. And just like the attendees, the Highlight carts were out to the wee hours of the night, rocking with tunes and goodies.