• by Joe Mandese  @mp_joemandese, March 12, 2016

AUSTIN, TEXAS -- Sometimes it’s difficult to know when a keynote here is a keynote or a commercial, but BuzzFeed CMO Frank Cooper’s presentation clearly fell in the latter bucket as he used SXSW as a platform to launch, well, a new BuzzFeed cross-platform marketing product.

Dubbed “Swarm,” Cooper said it enables brands to “light up” BuzzFeed’s network and reach to draw attention to an advertiser’s brand in a coordinated burst.

Swarm’s burst began with Cooper’s SXSW presentation, followed by some Twitter tweets, no doubt to be followed by some BuzzFeed feeds. Get ready to be swarmed.