The laser scanning technology enabled us to investigate the natural environment in a completely new light by bringing the outcrop with its inaccessible cliffs, volcanic fissures and lava lakes into the computer where it could be analysed.

BBC: Inside the hottest place on Earth

For some brands, SXSW is a natural environment in which to play because they have integrated lifestyle platforms or they are knee deep in mobile and technology.

FORBES: 5 Lessons For Marketers From SXSW 2013