The anti-robot protest at SXSW got tons of publicity, and it was a hoax. Even worse — it was actually a viral marketing stunt for a dating app. [io9]
My guess is that it was mean to be the 2nd phase of a viral campaign for the Ex Machina movie, but due to the negative reaction to the Tinderbot campaign, they dissociated any direct connection to this movie. The PR firm still went ahead with this mock protest because the kids were already scheduled to show up and expected to be paid, and this show still had to go on as a business expenditure.