Michigan House was born in an East Austin backyard at SXSW 2015.
8 years and multiple iterations later, the now-named Midwest House has become something different - The Midwest's global experimental embassy to SXSW. Since 2015, the house has established itself as the place where global corporations, diplomatic representatives, innovative creators, compassionate philanthropists, musicians, and more are welcomed into its embrace. Together, they shatter stereotypes about the rustbelt, crafting a vibrant tapestry of limitless opportunities and connections.
Midwest House was in need of live social activation + content strategy for their activation at SXSW in 2022 and 2023. The Handcar crew happily hopped on a plane to Austin for the event with the sole objective of capturing photo and mobile-ready video assets to strategically post real-time for the 5-day activation consisting of live performances, presentations, panel discussions, sponsored productions, and more.
- Art Direction
- Real-time Content Creation
- Video Production
- Brand Positioning
In 2023, Handcar assembled its most extensive team yet, consisting of 8 passionate and creative individuals. This close-knit yet powerhouse group encompassed photographers, videographers, editors, content creators, and social media strategists, all collaborating seamlessly to capture and share real-time content during the event. Our collective journey commenced by crafting a thoughtful social strategy and content calendar, complementing the groundwork thoughtfully laid by the exceptional team at Lydia Writes Good in the buildup to the immersive SXSW adventure.
With a personal touch, Handcar adeptly captured and skillfully edited real-time content, seamlessly sharing it across Instagram, Facebook, LinkedIn, and Twitter throughout the event. Our content plan featured dynamic Reels, engaging in-feed and story graphics, captivating photo carousels, and informative posts encompassing a wide range of event topics. Our aim was to ensure that every audience member felt closely connected to the event's energy and valuable insights, whether you were in person or joining from afar.
During Midwest House:
During our time at Midwest House, our digital interactions experienced remarkable growth. "Accounts Reached" increased by over 1,400%, connecting with a total of 25.3K accounts within a single week. Impressions rose by 966% to 85.8K, content interactions saw a 704% increase to 4.6K, and post interactions totaled 3.5K, while reels interactions reached 1.1K. This vibrant engagement resulted in 3.9K likes, 275 shares, and 113 saves. Notably, our top-performing post, a collaboration between Washed Media and Midwest House, generated 1.4K likes, 158 shares, and 40 saves.
Midwest Drive With Rivian
While soaking up the vibes in Austin, the Handcar team linked arms with Midwest House filmmaker Spencer Elliot-Hair (renowned director of Fly Black Boy) for an unforgettable ride. Alongside five outstanding 2023 Midwest House partners, we cruised around town in a 2023 R1T, engaging in heartfelt conversations about how the Midwestern spirit has woven through their life stories, careers, and impact on the world.