In a TED talk entitled “The technology of storytelling,” celebrated multimedia storyteller Joe Sabia said, “The art of storytelling has remained unchanged… but the way in which humans tell the stories has always evolved, with pure consistent novelty.” Storytelling, and especially the way brands use stories to create a compelling narrative around their products, is making just such an evolution.

It’s springtime in Austin and that means the South by Southwest Interactive, Film and Music Festival is playing host to the hip, high-tech and influential. Your friends at EM were on the scene, and we’re giving you a little taste of some of the brand activations we loved.

Lysol is showing off its softer side with Lysol Touch of Foam, a new line that offers the sanitizing formula consumers have come to expect from the brand with a moisturizing finish. To drive trial among female consumers, the brand hit the road with the Touch of Foam Mobile Hand Spa. The eight-week tour began on Feb. 25 in Charlotte, NC, and stopped at malls, retailers and shopping districts in 15 cities across the Southeast, East Coast and Midwest regions of the U.S. The final stop was in Boston, April 20-21.

Colombia has an image problem. To combat that, the country's tourism arm, the Colombia Country Brand, has launched a new campaign to show the world its positive side. It wants everyone to know that the country is reinventing itself, growing its economy and is full of possibilities for business, travel and investment.

Champagne cognac brand Rémy Martin on May 1 kicks off the second iteration of its Ringleader influencer program, which is designed to help loyal consumers achieve “celebrity status” with a big night out on the town. At brand activations in high-end nightclubs across the country, consumers will be invited to answer a series of questions on camera.