In a world increasingly dominated by screens, automation, and digital tools, Sharpie and Paper Mate set out to reignite hands-on creativity, self-expression, and human connection. The mission? Inspire a new generation to rediscover creativity with analog tools—boosting confidence, engagement, and ultimately, brand affinity.
Enter the Sharpie x Paper Mate Studio at SXSW 2024—a vibrant, immersive experience that broke through the tech-heavy landscape of the festival to offer something refreshingly real, tangible, and interactive. Over three days, the studio became the must-visit destination, where thousands of attendees unleashed their creativity, designed personal keepsakes, and discovered how Sharpie and Paper Mate could transform everyday moments into artistic expression.
The experience featured four unique creative zones—from customizing trucker hats and water bottles to designing their dream cocktails, crafting personalized postcards, and engaging in hands-on Studio Events led by artists and experts. With over 5,000 attendees, 39,000+ markers and pens sampled, and 797 million media impressions, the activation became a festival highlight, proving that creativity is the ultimate antidote to digital fatigue.
Beyond engagement, the activation drove real business results: repeat purchases of Sharpie Creative Markers doubled compared to competitors, and Paper Mate InkJoy® Gel Bright! Pens became the #1 gel pen at Target, surpassing forecasts by 65%. Sharpie and Paper Mate didn’t just show up at SXSW—they redefined what a brand activation could be.
Strategy
At SXSW 2024, where brands flock to showcase cutting-edge technology and AI, Sharpie and Paper Mate made a bold move in the opposite direction—offering a human-first, hands-on creative experience that prioritized expression, connection, and confidence.
The Concept:
With research revealing that 75% of people lack creative confidence and 71% struggle to find time for creativity, Sharpie and Paper Mate saw an opportunity to reignite self-expression through immersive analog experiences. The “Let’s Get Creative” Studio was designed to prove that everyone is creative—all you need are the right tools.
The Activation—A Studio Designed for Play & Expression:
The Sharpie Creative Closet – Guests customized trucker hats, water bottles, and sunglasses with the latest Sharpie Creative Markers to design wearable art.
Paper Mate InkJoy® Lounge – Visitors wrote personalized postcards with uplifting messages, which the brand mailed on their behalf—turning creativity into a shared experience.
The Creative Cocktail Bar – Guests designed their dream cocktail through drawings and descriptions, which bartenders then transformed into custom drinks.
The Backyard Studio Events – A space for artist-led creativity Studio Events, from “Spinning with Sharpie” to “Doodle Analysis,” featuring renowned muralist Kelsey Montague.
Star Power & Digital Amplification:
Mindy Kaling, an authentic fan of the brand, hosted a Q&A session, participated in media interviews, and created social content that further amplified the activation’s reach.
Influencer & Creator Partnerships extended the event beyond SXSW, generating millions of impressions across Instagram and TikTok.
Challenges & Solutions:
Breaking Through the Noise at SXSW: While others focused on tech and AI, Sharpie and Paper Mate went against the grain, betting on real-world engagement over digital experiences.
Scalability & Demand: The activation was so popular that waitlists formed, proving demand for creative, hands-on engagement and was voted “Top Engagment” at SXSW
The result? A campaign that didn’t just engage attendees—it reignited a movement for hands-on creativity.
Results
Business Impact:
$10M+ in POS (point-of-sale) revenue for Sharpie Creative Markers & Paper Mate InkJoy® Gel Bright! Pens in just 3 months.
Sharpie Creative Markers saw 2x the repeat purchases of their next closest competitor.
Paper Mate InkJoy® Gel Bright! Pens became the #1 gel pen at Target, exceeding forecasts by 65%.
49% of purchasers were new to the pen category, proving the activation expanded market share.
Engagement & Reach:
5,000+ attendees engaged in hands-on creativity.
39,000+ markers and pens sampled, putting products directly in the hands of consumers.
797 million media impressions, including top-tier placements across national, lifestyle, and online publications.
Social buzz from influencers and brand-owned content generated 11M+ impressions and 10K+ engagements.
Cultural & Social Impact:
The activation was so successful that SXSW requested it be featured as a case study.
Attendees raved about the experience, with some returning multiple times to try different activities.
Mindy Kaling’s involvement drove organic media coverage and social sharing, bringing authenticity and star power to the campaign.
Festival Goers Said It Best:
“OMG I love it here. It’s really getting my creative juices flowing.”
“This activation is so smart—it’s exactly what SXSW needs.”
“I came for the cocktails but stayed for the creativity!”
By prioritizing hands-on creativity over digital distractions, Sharpie and Paper Mate transformed SXSW into a movement for self-expression, proving that the future of creativity is in our hands.
