When you think of cutting-edge technology, ultra-soft toilet paper isn’t the first or second thing that comes to mind. Actually, TP is nowhere in the top 10, or even top 100 of leading-edge products. But Cottonelle turned up at SXSW to remind festival-goers that it’s one of the hippest toilet paper companies around—and if Charmin didn’t have such an amazing Twitter presence, it might have won this category handily.
The company set up shop just feet away from the Austin Convention Center for the first time as a “one-stop shop for all your refreshment needs,” giving away makeup freshening sessions, massages, and blow-outs for users who used a brand-approved hashtag on their social networks. The Cottonelle lounge saw steady traffic, but you’ve got to wonder: What was the point?