If the Super Bowl is the thing to watch for the best TV commercials, then the South by Southwest festival in Austin, Texas, is the place to be for top so-called experiential marketing.

With so much online these days, brands often struggle to turn their innovations into real-world concepts people can understand. Experiential marketing, or a brand-sponsored event, takes far-fetched ideas and makes them tactile or turns a cool stunt into a way to introduce a company to the public.

Here are some of the pop-up brand “houses” that stood out at the SXSW Interactive Festival this year.

People were asked to decorate the inside of a Happy Meal box using VR paint tools at the McDonald’s Loft at SXSW.

McDonald’s

The McDonald’s Loft was not just a place to make your own custom burgers and sundaes courtesy of the brand. It arguably had the most buzzed about virtual reality experience of the festival.

The five-minute long interactive experience, created by VR company Groove Jones, transported the VR goggles wearer inside a Happy Meal box. Then using two plastic tools that you were handed, the user could paint inside the box using a paintball gun, laser paint ray or paintbrush. The experience was in 3-D, so you could walk around your artwork and construct your dream image.

Afterward, people were given a GIF of their VR experience, which usually looked like someone stumbling around waving their hands in the air as well as a picture of your artwork.