South by Southwest (SXSW), the hybrid music, film and technology conference, took place last week with the usual collection of high-profile celebrities, tech execs, and social influencers descending upon Austin.

We took a look at the full spectrum of social media conversations around SXSW. Here’s what stood out among 862,000 media mentions over the nine-day event.

Movies Reigned Supreme

SXSW is unique in that the conference plays host to a wide variety of industries including film, tech, music, gaming and comedy. However, it was the film aspect of this year’s event that garnered the bulk of the online conversation, with 48 percent share of voice. This was driven by fan sightings of Elle Fanning as she promoted her new film Galveston, the surprise release of Ready Player One and Emily Blunt and John Krasinski’s appearance on the red carpet for A Quiet Place.

Ready Player One Builds Buzz

SXSW’s tradition of hosting surprise premieres for big budget movies continued this year with Steven Spielberg’s new flick Ready Player One. The hashtag for the movie was one of the most popular at SXSW with 7,572 mentions and reaction on social media from the people who saw the film was encouraging—the movie was mentioned positively 85 percent of the time, while glowing reviews by critics from Fandango, IndieWire, The Nerdist and Variety were retweeted 2,536 times.

Virtual Reality is Becoming Actual Reality

While the conference featured many buzz-worthy technologies, virtual reality was the most exciting piece of tech at SXSW. VR held a 29 percent share of voice when compared to other technologies, thanks in part to some of the demonstrations on display from vendors. HTC recreated the virtual world seen in Ready Player One, while the #DellExperience was mentioned 670 times over the course of the conference, almost 600 more mentions than any other brand.

Social Causes Remain At the Fore

A-listers have been prominently represented in recent social movements like #MeToo and #TimesUp and it was no different at SXSW. Chief among these was a powerful video from London Mayor Sadiq Kahn, whose re-creation of the popular Jimmy Kimmel segment “Celebrities Read Mean Tweets” took a dark turn as he read a collection of racist tweets directed at him. Shown during his keynote and later posted to social media, the clip generated 4.3K engagements thanks to two of the top five most retweeted tweets from SXSW.

Herbalife & Cristiano Ronaldo

Nutrition brand Herbalife used their sponsorship spot at SXSW to great effect. Leveraging soccer superstar Cristiano Ronaldo, the brand told attendees to #FuelYourSXSW. The campaign was shared almost 5,000 times on social media, with 88 percent of the interactions coming from Cristiano Ronaldo’s accounts. Almost all of the interaction with the campaign was from unique authors, indicating the campaign had a wide reach.

Did you attend SXSW? What did you think of this year’s event?