“How to Win the Networking Game at SXSW”
Mar 5, 2014, The Accelerators, Wall Street Journal

After eight SXSW conferences, I’ve learned that the hard way. When my company was first getting off the ground, we were completely lost in the shuffle, despite our best efforts. In 2012, however, we had a 28-foot-long, 15,000-pound secret weapon. To stand out amid the gala parties and blow-out bashes hosted by much bigger tech companies, HootSuite decided to take to the streets. We transformed a Ford E-450 shuttle bus into possibly the world’s biggest owl, in honor of our mascot – mounting a pair of giant eyes above the windshield and affixing enormous plastic wings on the sides.

Cheesy? Yes. Effective, absolutely. By the end of the conference, our logo had been splashed across the pages of USA Today, Mashable and Inc. The conference’s highest profile attendees were clamoring to get on board and party with us. And investors whom I didn’t even know were inquiring about thecompany. In the end, it cost us around $30,000 to buy and outfit the vehicle. Considering that hosting just a single party at SXSW can cost as much, if not more, that’s an absolute steal. This year, in fact, we’re bringing HootBus back for its third ride.