What do promotional first aid kits, unsalted peanut gifts, custom matchbooks, and personalized pill cases have in common? They are all among the 10 pounds of schwag each SXSW visitor receives!

SXSW is an annual music and film festival that takes place in Austin, TX. Over the years, the sheer amount of schwag distributed at the event has become a newsworthy story of its own. I never really knew the specific contents of the official event tote bag…until now. This awesome 7 and half minute video explores the contents of one of the most popular event schwag bags on the planet.

Have a look for yourself: