Event producer and promoter C3 Presents' 10th Annual Late Night Bash at SXSW, sponsored by Playboy, encouraged event guests inside the venue and VIP rooms to take mobile photos and send them to large display screens.

C3 Presents tapped mobile marketing company Mozes to integrate its mobile pics-to-screen technology into the event. Mozes' Connect Live Edition audience engagement platform was used to help brands -- including Red Bull, Microsoft and Affliction Clothing -- and agencies make an impression at SXSW Interactive 2009 using mobile.

"C3 Presents is the producer of this event, it is our 10th Annual SXSW event and Playboy is returning as our presenting sponsor for the third year," said Lisa Hickey, marketing director for C3 Presents, Austin, TX. "We are working with Mozes to provide interactive mobile technology to liven up the event.

"C3 is known for producing memorable events both large and small, and it's important for us to have a presence at SXSW," she said. "Playboy came to SXSW a few years ago looking to launch their music strategy 'Rock the Rabbit,' and it was a great fit for us."

Playboy has recently run various mobile initiatives, including its own mobile channel and the mobile reality series "Interns" (see story).

"Each year at this event it is important for Playboy to capture unique content for their users," Ms. Hickey said. "They were really excited about the photo-to-screen program.

"The idea with Mozes' photo-to-screen technology at this particular event [was] that the photos will be a little more interesting at this event than you might see posted up at a stadium football game," she said. "We won't be censoring, so it should be pretty entertaining."

However, not just anyone could walk into this exclusive SXSW bash.

"This is a tough invite to get -- it's all the C3 Presents VIPs, so that includes key media, sponsor relationships, talent agents and managers, bands, celebrities and other important industry contacts," Ms. Hickey said. "We are entertaining our industry."

The short code for the Playboy-sponsored party was C3SXSW. There were two screens for viewing the mobile pictures sent in to Mozes, one large screen in the main room and a smaller plasma screen in the VIP room.

"We wanted to keep the short code simple, because it will be a very late night and the beverages are complimentary, so we wanted to make it as easy as possible for everyone to submit photos," Ms. Hickey said. "Music and technology are intertwined in today's industry.

"This event is a great way for our companies to work together on something small and grow from there," she said. "We couldn't normally afford a program like this at this event, but Mozes presented the opportunity and developed this program specifically for us."

In addition to pics-to-screen -- Mozes' newest feature -- the company powered campaigns at SXSW that included mobile ticketing, text-to-win and mobile list-building

Mozes claims its customers wanted to take advantage of the unique, personal nature of mobile to build connections with SXSW attendees by enhancing their South by Southwest experience.

In addition to the C3 Presents party sponsored by Playboy, SXSW Interactive attendees could experience Mozes' pics-to-screen feature at Microsoft's PhizzPop Design Challenge Finale fueled by Red Bull.

The event marked the last stop of Microsoft's PhizzPop Tour and Online Competition.

Partygoers could send their mobile photos of the night's event to the display screens for all to see.

Mozes also powered Affliction Clothing's mGobile ticketing and mobile fan base building campaigns.

Festival attendees could text keyword AFFLICTION to short code 66937 to RSVP to Maggie Mae's free day showcases, while fans joining the Affliction mobile club had the chance to text-in to win giveaways from Affliction Clothing and Gibson Guitar Corp. throughout the entire week.

Mozes also hosted a breakfast at SXSW, including breakfast tacos and Bloody Marys at Maggie Mae's.

SXSW attendees could text keyword MOZESSXSW to short code 66937 to RSVP and gain entry to Mozes exclusive VIP areas. Participants were automatically entered in a drawing to win two passes to the C3 Presents/Playboy party.

Neither C3 nor Playboy have any plans to use the database of mobile numbers that Mozes collected for re-marketing.

"We actually do not have an agenda for collecting data at this event," Ms. Hickey said. "We just want to have one more way to engage folks at the party and have fun!"