Interesting recap on marketing at SXSW 09. Having been thru the SXSW marketing wars on the beer side a few times, I can say that because there is SO MUCH free stuff, it's hard to make a difference. When we started sponsoring parties for PBR back in 2003, we were reaching influencers who appreciated free beer. A few years later, in 2006, free beer was expected and no one really cared what kind is was. I applaud Pepsi for using the sponsorship as their way in and then leveraging it as an experience. I just don't know if it was enough to cut thru branding clutter that is SXSW.