SXSW Guerilla Marketing: Groove Style

wrote this on March 23, 2015

SXSW has officially come and gone from our home base in Austin, TX, and it was a blast!

Here at Groove, we love a good project. So when we decided we wanted to pull off an awesome marketing campaign during SXSW, we knew we had to do it guerilla style.

So we ordered a couple banners with the Groove logo gloriously displayed in giant text. And we just HAD to build something to attach the banners to our car…from scratch! So off to Home Depot we went. We stayed up until 2 a.m. the night before SXSW Interactive cutting and gluing PVC to get it just right. Check out the finished product!

Brian and I drove around Austin during SXSW with the windows rolled down, blaring ‘70s groove tunes like “Shake Your Groove Thing” and “Let’s Groove.” Needless to say, many groove things were shaken—including ours!

In between driving the Groovemobile, we walked around town with signs hanging from our necks that read “Free condoms” and “Free tampons,” passing out said items to festival-goers. (Don’t worry, we took turns wearing each sign!)

There was just no way we could pass up an opportunity to hand out free tampons! And our efforts were not in vain.

There were more than a few gals in need who profusely thanked us for saving their days (and their outfits). That in itself made our efforts 100% worth it.

Overall, the week was a huge success. The mantra “Keep Austin Weird” is what we do best here at Groove.

Jennifer Aldoretta is the cofounder and CEO of Groove. She is an entrepreneur, engineer, and biohacker who is obsessed with periods, nutrition, hormones, and the microbiome.