Inside the SXSW 2026 Brand Activations, Ranked in Tacos by ADWEEK

Rivian

SXSW’s title sponsor dumped 2,500 kilos of recycled asphalt onto Congress Ave. to create a course that demonstrates simply how agile its new R2 truly is. With the pink dome of the Texas Capitol constructing because the backdrop, this smaller model of Rivian’s unique car climbed up and down steep mounds of asphalt, tipping back and forth and typically leaving one or two of its wheels hanging in midair because it navigated the steep hills and sharp turns of the off-road course. Guests might hop within the entrance seat with one of many model’s 27 skilled drivers—all Rivian staff from across the nation—to expertise the dips and tilts firsthand.

ADWEEK’s score: 4 out of 5

Rivian’s Joyride was a step up from final 12 months, with a extra central location on Congress and a photograph op with Fujifilm. It was unattainable to disregard, full of fine vibes, and a thrill to expertise.

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