‘If you don’t offer an experience, you’re not relevant’: Why banks need to be at SXSW

This weekend at Antone’s Nightclub in Austin, Capital One executives donning jeans and zip-up hoodies were scattered across the ground floor demoing the bank’s innovations in augmented reality, while upstairs, some of their colleagues took SXSW audience questions in a full house. The line outside for the next event snaked around the block.