Yahoo Takes Over Austin’s Historic Scoot Inn with Its Biggest SXSW Activation Yet

Key Takeaways:

• Yahoo is heading to SXSW with the biggest-ever on the ground Yahoo activation featuring Yahoo Scout 
• Yahoo Scout – a new AI answer engine – delivers clear, trusted answers in a visually intuitive format and is woven throughout the Yahoo experience, helping guests make the most of SXSW
• Taking over Austin’s Historic Scoot Inn, Yahoo Scout Inn will feature an exclusive concert headlined by Jessie Murph

Yahoo is transforming Austin’s Historic Scoot Inn into Yahoo Scout Inn for its largest brand activation ever at SXSW. Designed as a place to reset and rediscover the fun of exploration, the experience brings to life Yahoo Scout, our AI-powered answer engine launched in beta earlier this year to help people get clear and visually intuitive answers that make information easier to understand and act on. 

Yahoo Scout is shaped by Yahoo’s three decades of user insights and deep understanding of how people search, discover, and make decisions online. That same approach powers Yahoo’s presence at SXSW. At Yahoo Scout Inn and beyond, Yahoo Scout taps into what people are actively asking and wondering in the moment, delivering intuitive, real-time answers that keep them one step ahead. From what’s happening around Austin to what not to miss during the festival, Yahoo Scout surfaces timely recommendations designed around the questions we know are top of mind. 

“We wanted Yahoo Scout Inn to reflect how Yahoo Scout actually works – visually engaging, easy to navigate, and built to help people move from curiosity to action,” said Josh Line, Chief Marketing Officer at Yahoo. “Scout is accessible, helpful, and engaging in a world where information feels endless and difficult to navigate. It understands the real questions SXSW-goers are asking and helps people focus on what’s worth their time, from great music to unexpected moments.” 

A Weekend of Music, Movement, and Moments Worth Sticking Around For

From the moment attendees arrive in Austin, Yahoo Scout will appear in unexpected ways, creating surprise-and-delight moments across the city that encourage exploration and discovery. The experience continues at Yahoo Scout Inn, open March 14–15, and kicking off with an exclusive concert headlined by breakout singer-songwriter Jessie Murph, known for her raw, genre-blending sound, alongside a high-energy DJ set from Austin’s own Dirty Texans.

On Sunday, the Inn opens its doors to the public with a full day of programming designed to bring people together and spark what’s next, with Yahoo Scout woven throughout the experience. Alongside scheduled moments, guests can lean into the Texas spirit with playful drop-in experiences, from trying their hand at horseshoe throwing to decorating their own cowboy hats.

• Saddle Up & Sculpt with Jenna Palek: Kick off Sunday with a fresh twist on Jenna Palek’s Barre to Brunch, an energizing class designed to leave guests feeling strong and unstoppable.
• Yahoo Happy Hour with Line Dancing: Get in the swing of things and learn Texas-style line-dancing. No pressure, no experience required – just fun.
• Lasso the Bull: Seize the moment and take control of the Bull Market with Scout. Whether diving into financial insights, sizing up the stock market, or mastering the art of the lasso, Scout helps guests rope in the knowledge you need.
• Bracket Mayhem: Guests can get ready for the most important day in college basketball by using Yahoo Scout to help build their brackets.

Check out the full schedule and register for programming here.