Dive summary: 

• Austin's SXSW event has become one of the largest marketplaces for brands and this year is no exception; five brand programs took it to the next level to really stand out. [see full list at Digiday]
• Frito-Lay will be throwing a huge concert with LL Cool J, Public Enemy, Ice Cube and Doug E. Fresh that will be influence by Twitter users; Twitter engagement will affect the opening act, on stage visual effects, and the encore song. 
• Taco Bell is creating an opportunity for SXSW attendees to be included in a "rockumentary" by submitting footage from two different bands playing at an event. 

From the article: 

"American Airlines’ campaign makes it onto this list because of the prize. Those who tweet a photo of themselves with the hashtag #newAmerican is entered to win a chance to see themselves on the big screen at the ACC. All the vain SXSW attendees are going to paint the town red with this one."