If there’s any marketing extravaganza industry leaders get hyped for, it’s South by Southwest. This year, SXSW rolled out a slew of hot experiential trends. The world’s leading conference in high-tech business, digital innovation and—of course—business promotion is back. Now, we’re here to bring you the highlights.

Neuroscience in Marketing

Yeah, it sounds ambitious. It’s surprisingly capable, however, and it was showcased as a live marketing art display. The brain-friendly experiential displays highlighted SXSW’s collection of high-tech displays, showcasing AI-powered neuroscience bots. Dubbed ‘pre-suasion,’ the event mashed up digital complexity and the average consumer’s daily wants and needs.

Sony’s Wow Factory

Above all brands, Sony’s tech display probably won. Its knock-out collection of ‘techsperiments’ revealed its global Wow brand campaign. Packed with sonic motion music entertainment, projection-mapped VR experiences and an encompassing ‘Wow Factory,’ Sony thrived in SXSW.

Amazon’s Delivery Drones

While Amazon’s high-tech delivery drone program might be old news, its live demos have been heavily anticipated. SXSW became Amazon’s platform for presentation, proving the delivery program’s existence. Until now, many have rightfully scoffed at the feasibility of such a program. Tested across the UK and Germany, Amazon’s drone fleet hasn’t seen many audiences—until now.

Xperia Touch

Consumers are knowledgeable about touchscreens, but Sony—again—surpassed all expectations. It presented the Android projector, the Xperia Touch, and let visitors test out its flat-surface projections. Useable on the wall, the floor or even on a table, the Xperia Touch promises to be one of today’s leading augmented display technologies.

Levi’s Commuter Trucker Jacket

The clothing brand, Levi’s, got its presentation as well. The brand has partnered with Google to make ‘smart clothes’ capable of integrating SMS, Google maps and more. Levi’s presented a live tech demo, letting users try out its Commuter Trucker Jacket. Capable of reading swipes, taps and a slew of other inputs, the Trucker Jacket was one of SXSW’s most hands-on displays.

The Fortis Exoskeleton

It’s about to get weird. While the rest of SXSW went crazy over self-driving cars, projectors and jackets, Lockheed Martin presented its Fortis exoskeleton. Strapped to the body, the exoskeleton adds skeletal support. It helps the frail walk, helps construction workers lift heavy objects and—well—exists as one of the event’s coolest pieces of technology.