The mobile wallet software was a sponsor at SXSW.
Guy Kawasaki talked with Google's Vic Gondotra.
HBO was giving out free coffee and offering bike rentals to promote their new show, The Girls.
HIghlight, one of the most talked-about apps at SXSW, had this rolling promo, a modified shopping cart.
HootSuite had their own promotional vehicle: a giant owl bus.
James Franco had a panel at SXSW to promote his new social service, but he didn't show to his own event.
Lets hope that FullContact doesn't make all its employees wear these hats.
Mashable is offering free empanadas to SXSW goers for lunch. Stop by the truck if you're in Austin!
Today Show also had a food truck at SXSW. It's a popular way for brands to promote themselves.
Pepsi has this cool social media and data board--its made up of 12 HDTVs with an analog scroller at the top.
Power is a precious commodity here--we're all gathered around the Belkin power pods at the Chevy Volt booth
@RobertScoble is a notable face at SXSW. Here he is with Ed Baig.
The lines on Friday to pick up badges were more than three hours long.
The crowds were filling up the Austin Convention Center as well.
Samsung's Genome Project lets you know how you're connected to the athletes at the Summer Olympics.
These lockers from AT&T hold chargers for all kinds of smartphones--and they look neat, too.
Yes, Austin is a weird place -- this was the setup at a food cart-go figure.
As thousands flocked to Austin for the first day of SXSW, they experienced something nobody expects to find in Texas: rain. The weather was one of the most talked-about topics on Twitter in Austin, as shorts and tees were traded in for umbrellas and galoshes.
But the rain didn't stop anyone's fun at the conference. There were still lines at the food trucks that had sprung up around Austin Convention Center. Note: If you're at SXSW, be sure to find Mashable's own truck for some free empanadas. It's becoming a popular way for brands to promote themselves — who doesn't love free food served from a cool, brightly colored truck?
There were also several other creative promotions: Highlight, the second-highest-trending app on Mashable's mRank SXSW buzz meter, was touted with neon-colored shopping carts. HBO lent out bicycles to help attendees navigate the 15 campuses hosting panels this year, and Chevy hosted power stations to help the insatiable need for recharging at SXSW.
Are you at SXSW? Submit your pictures via Olapic or tweet with the hashtag #mashsxsw, and we might include them in our roundups.
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