South by Southwest (SXSW) began in Austin, TX, in 1987. The multi-day event features film, interactive media, music, and conferences, and has continued to grow in both scope and size every year. U-M first exhibited at SXSW in 2010—one of the first higher-ed institutions to do so. (By 2016, about a dozen other US colleges were also participating.)
To attract the tech-savvy SXSW audience, MC created an interactive iPad display to promote U-M’s 19 Ann Arbor schools and colleges. A grid of 19 iPads was arranged on a wall; each was pre-populated with a set of 12–15 slides that provided information about each school or college. Infographics were employed to communicate data in an engaging way. The display was a hit at SXSW and later at the Consumer Electronics Show. It currently resides in the lobby of the Student Activities Building.