This March, Jack Daniel's and Playboy's Rock the Rabbit called up 10 of their Playmate friends and some of their favorite artists and hopped down to The 301, an old paper printing warehouse in Austin, Texas, for a night of revelry during the SXSW 2008 Music Festival. Partygoers lined up hours before the doors opened for the most buzzed-about event of the week. Once inside, guests truly partied with Jack! They enjoyed complimentary Jack Daniel's drinks such as the Jackrabbit and Miss March from the Jack Daniel's whiskey bar; previewed the Rock the Rabbit T-shirt collection; and rocked out to live performances from Rock the Rabbit artist the Heavy and indie favorite MGMT. The dance floor was never empty during DJ sets by Moby and French sensation Justice, who let fans and Playmates flood the stage during their performance which went on into the early hours of the morning. Celebrities such as Elijah Wood, Lance Armstrong, Perez Hilton and Pete Townshend also got in on the action, mingling with Playmates and late-night revelers. We're still buzzing from the good times; check out the pictures below to see how Jack Daniel's and Playboy rocked Austin!