Kraft Mac & Cheese @SXSW

People gathered around a blue food truck enjoying food at an outdoor event.

IRL teamed up with Kraft Foods to launch the national food brand into their first SXSW activation, taking over Austin, reaching key influencers, and gaining popularity with industry tech leaders. The Kraft Mac & Cheese truck dished out gourmet rifs on the childhood classic, with a secret menu of items only available to Foursquare users who had checked in.

Brand Immersions & Activations
Austin, Texas

Group of people holding clear umbrellas on a rainy city street, smiling.
DJ mixing music with turntables and mixer setup.
Three people sitting on blue chairs at an indoor event, holding drinks and laughing; others are standing and some DJ equipment is visible in the background.
Person serving food through a window of a blue food truck, with cups visible inside and a customer reaching to receive the order.
Woman smiling and holding a white promotional umbrella with blue text, standing under a red patio umbrella on a city street. Buildings and a few people are visible in the background.
Cheerful woman posing in front of a blue food truck with phrase 'Gooey creamy delicious interactive content inside.'

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Brand Immersions & Activations