SXSW debuted this weekend with up and coming artists, techies, and filmmakers taking Austin by storm. With all of the great bands, films and sessions on new technology, YAYAs are a popular demographic of those that attend. Twitter has blown up with coverage and my friends can’t stop talking about how they wish they were there.

Many companies have capitalized on the attentive audience that SXSW offers. Our client, AOL is using the event to introduce this savvy audience to their newest addition, Seed.com, to their content-based company. Over 2,000 music-enthusiasts have been tasked to cover the 2,000 artists featured this year. In addition, AOL added an experiential component to their brand’s presence at the convention by allowing attendees to experience Seed in the Seed Lounge. SXSW is a perfect opportunity for AOL to connect with YAYAs that are savvy and ahead of the curve.

If you haven’t read our latest State of the YAYA Report, one of the major insights about 18-24 year olds is that “seeking is believing.” For YAYAs, AOL’s approach to introducing the new form of journalism gives them the opportunity to discover content on their own. The Seed Lounge is also another way for YAYAs to decide for themselves if Seed.com is a service they see themselves using.

Other brands like Pepsi, Miller Lite and Chevy are sponsoring SXSW as well. What is your opinion on how marketers like AOL are attempting to capitalize on this captive YAYA audience?