Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Maecenas porttitor congue massa
1
THE 2015 SXSW INTERACTIVE FESTIVAL FEATURED OVER 800 SESSIONS,
EXHIBITS, COMPETITIONS, MEET UPS AND NETWORKING EVENTS WITH SOME OF
THE HOTTEST ESTABLISHED AND UP-AND-COMING COMPANIES IN THE WORLD.
The 22nd Annual South By Southwest Interactive Festival (SXSWi) is
a 5-day immersive cultural experience focused on emerging
technology and forward thinking -- fueled by content, creativity
and inspiration. Growing in popularity year over year, the SXSW
Film, Interactive and Music events attracted 51,000 people in total
to Austin, the cultural capital of Texas.
This years Interactive festival experienced an increase in both
international participation, as well as space dedicated to the
start-up community. Due to the tremendous amount of innovation
within the health and medical industries, 2015 also saw the launch
of the SX Health and MedTech Expo.
Serving as an incubator, SXSWi 2015 continued its legacy of
bringing together inspiring and influential people, brands and
technology platforms to discuss and ideate on future
transformation. After all, where else can you find a Robot Petting
Zoo?
TRENDS FROM
& WHY THEY MATTER TO YOU
Overall, one theme stood outInnovation is innovation; you cannot
separate different strains of it based on the content, creativity
or industry it is applied to or drives. While SXSW still offers
different experiences via its respective Interactive, Film and
Music festivals, it would be counterintuitive to everything SXSW
stands for to put up walls between these festivals. Instead, SXSW
recognizes and appreciates the synergies, creating a forum that
combines the beliefs, passion and excitement among the diverse
communities that attend.This was most visible at this years
Convergence Programming, where topics organically overlapped
between SXSWs Music, Film and Interactive content. As the
traditional boundaries between these festivals continues to
collapse, new opportunities for collaboration and intertwined
conversations are surfacing. It was also clear that there is no
silver bullet when it comes to solving for innovation. Gone are the
days where start-up technologies would come to Austin hoping to be
the breakthrough hit of the conference as it happened for Twitter
in 2007 and FourSquare in 2009. Keynotes from thought leaders
ranging from Lyft co-founder & CEO Logan Green and Astro Teller
of Google X underscored this shift. SXSWis power isnt in solving
for innovation; its about finding ways to move forward in your
thinking, your perspective, your product so that you can return
home enlightened and inspired, ready to iterate and find
success.INNOVATION CANNOT BE CONTAINED
VIRTUAL REALITY IS THE NEW INTERNET
Virtual reality (VR) was a major focus of SXSWi this year, with
more sessions than ever dedicated to the technology and the
opportunities it invites. Many of the leading VR and augmented
reality developers and companies were in attendance, with major
players like Oculus Rift taking the stage to share prototypes,
brand-focused efforts and thought-starters, serving as inspiration
for brands to leverage VR as a tool to unlock the future of
immersive storytelling. Other companies, like Jaunt, a tech company
building the hardware and software to make truly immersive
cinematic VR possible, debuted and demod new content and
opportunities, giving attendees first-hand experiences.
5
WHY THIS MATTERS TO YOUVirtual reality is creating excitement
and intrigue, comparable to how the Internet first sparked
marketers and brands interests in the 1990s. VR is clearly not just
for gaming, and signals the birth of a new medium for brands and
creative marketers to reach and engage audiences.
There is still a ways to go before consumers can adopt VR in
their everyday lives. As Oculus Rifts VP of Product Nate Mitchell
noted when explaining why the consumer version of its VR headgear
is delayed, the roadmap has changed, something not uncommon in the
new, rapidly-evolving and highly competitive technology space.
However, as more devices enter the marketplace, now is the time to
understand the content opportunities and find ways to test and
learn what VR can offer your brand.
VIRTUAL REALITY IS THE NEW INTERNET
The North Face gave attendees at the Google Fiber Space a sneak
peek of the immersive experience its rolling out in select stores:
virtual reality moviemaking techniques on Google Cardboard to take
viewers one step closer to thrill-seeking destinations.
6
Whether it was highlighting the technology that can facilitate
it, the platforms that enrich it, the data that can inspire it, or
the brands innovating around it, much of this years SXSWi
conversation was about consumer experience, and how marketers,
brands and content creators can improve upon it. Weve seen brands
attempt first to market executions and strategies for the PR value
rather than the consumer benefit; however, these tricks often dont
work. As Linda Boff, Executive Director, Global Brand Marketing for
GE noted, when it comes to content creation, audiences know how you
should spend dollars to create things for them to engage with, and
they expect that content to contribute to meaningful, valuable
experiences. Aiming to create transformational experiences, WPP's
Team Detroit led programming designed around using technology and
elevated data as keys to creating richer user experiences.
Panelists and speakers explored how data trails the digital
breadcrumbs consumers leave behind across the Internet offer
insight into consumer behavior, and that, when used right, allow
for more enhanced experiences and better results.
EMPHASIS ON EXPERIENCE
7
WHY THIS MATTERS TO YOUTo be truly consumer first, marketers
need to not only know how consumers engage with new and emerging
media and technologies, but understand the factors that impact how
they will communicate with the people and brands they care about in
the future.
This includes learning about why new data points are emerging,
how technology is driving new behavior and getting first-hand
experience by engaging with the tools and platforms that can help
marketers create authentic and genuinely creative experiences that
surprise and delight consumers.
EMPHASIS ON EXPERIENCE
GEs BBQ Research Center married science and culture with labs
and workshops devoted to illustrating the role of data in
influencing the optimal performance and, ultimate taste, of Austins
most popular food -BBQ. The activation not only allowed GE to tell
its story beyond jet engines and wind turbines, but also gave back
to the SXSW community.
8
Proving how the whole is greater than the sum of its parts, this
years SXSWi showcased countless ways of bringing people together,
both physically and mentally, through social media and smart
technologies like beacons. To drive this connectivity, the official
SXSW GO app was updated to includethe largest deployment of
iBeacons at an event and a new social networking feature to provide
a more contextualized SXSW experience. FireChat, the popular
off-the-grid messaging app, offered live interactive news via its
FireChat SXSW Edition, highlighting the very best of what to do
right now. And for those participating virtually, SXSW partnered
with Roku to stream the conference on the new streaming network
SXSW On allowing access across the U.S., Canada, U.K. and
Ireland.
COMING TOGETHER TO COMMUNICATEBETTER
9
WHY THIS MATTERS TO YOUAs marketers, we are constantly looking
for new, creative ways to cut through the clutter and reach our
consumers. To do so, we seek out the newest devices, technologies,
platforms, and partners. But how often do we step back from our
everyday business challenges to look at our industry as a
whole?
Unlike traditional tradeshows, conferences like SXSWi offer a
unique opportunity to meet and mingle with people beyond our
professional borders. Savvy marketers consistently challenge
themselves to seek out on and offline resources and experiences
that offer new inspiration and perspective, whether it is
conferences, books, newspapers, or Twitter feeds. We challenge you
to do the same -- find inspiration in the world around you and
consider how you can apply it to your everyday role and business
challenges!
COMING TOGETHER TO COMMUNICATEBETTER
.Meerkat, the new, free mobile app that simplifies livestreaming
via a Twitter integration, was the it app of SXSW this year.
Despite Twitter cutting off Meerkats automatic access to its social
graph on Friday, plenty of early adopters were Meerkating their
panels, dinners, parties and even strolls along Congress Ave.
10
Health and wellness was one of SXSWis hottest topics, thanks to
the launch of the SX Health and MedTech Expo, an exhibit space that
featured 60+ companies showcasing the future of healthcare
technology. The Expo provided a chance to get hands on with the
healthcare tech changing the world, and learn from some of the
brightest minds driving health forward. Milestone events included
Martine Rothblatt, United Therapeutics' CEO, who spoke about what
human life means in todays age of radical innovation, and what
artificial intelligence and robotics can offer us in the future
(hint: it may include the capability of transferring human
consciousness to machines). Meanwhile, hospitals like Cincinnati
Childrens Hospital and Boston Children's Hospital joined in the
start-up mentality, participating in the Impact Pediatric Health
Startup Pitch Competition, emceed by Mark Cuban.
BETTER LIVING THROUGH TECHNOLOGY
SX Health and MedTech Expo
11
WHY THIS MATTERS TO YOUThis industry-wide evolution isnt just
about wearables, smart devices and robots; its about being more
connected to the issues that matter, and adopting a patient-first
mentality to understand the real need states while attempting to
solve for them.
Investing in health is good for business, offering brands
opportunities to connect, understand and communicate with patients,
families and caregivers in ways (and on devices) never before
imagined. While healthcare is an industry primed for disruption,
even if your brand doesn't fall within the health category,
understanding why disruption is not only inevitable, but necessary,
is crucial for survival. Marketers need to recognize how innovation
and technology will (if it hasnt already) disrupt your industry in
the future.
BETTER LIVING THROUGH TECHNOLOGY
Equinox showcased The Pursuit: fitness classes with smart bikes
capable of measuring 500,000 data points and allowing the
instructor to monitor during class. Bringing fitness and data
together for a better experience, while helping riders to stay
focused and engaged.
12
ADVOCACY FOR A BETTER INTERNET
The Internet, and social media, have opened the door to new
possibilities, allowing for greater connections and interactivity
than ever before. This transformation has given rise to powerful
advocacy opportunities.Global women-and-workplace activist Princess
Reema Bint Bandar Al-Saud spoke about her work to empower women in
Saudi Arabia across issues like gender equality and health support
through campaigns like #10KSA. Meanwhile, motivational speaker
Lizzie Velasquez premiered her inspiring documentary, A Brave
Heart: The Lizzie Velasquez Story, and spoke about her Take the
High Road cyber-bullying campaign. Whether debating how terrorist
groups are using Twitter to further their agenda, or Yik Yak
co-founders Tyler Droll and Brooks Buffington sharing their efforts
to curb cyber-bullying, much of this years conversation focused on
understanding our individual social behaviors, and how to take
responsibility for our actions with integrity.
http://schedule.sxsw.com/2015/events/event_IAP34005 13
WHY THIS MATTERS TO YOUMarketers already know the risky business
of social media, where users can freely critique, troll and call
out any brand at whim. Issues like fraud, trademark infringement
and other potential problems can cause major headaches for brands,
leading to legal action and plenty of lost time and revenue.
Understanding the legal ramifications of how your brand can be
impacted by cyber bullies and trolls, as well as how others in your
space have reacted and responded in a crisis can help marketers be
confident in pursuing real-time marketing strategies and mitigate
risks when it comes to how Internet users can sabotage or hijack
your campaign or brand.
ADVOCACY FOR A BETTER INTERNET
At the IPSOS Girls Lounge, a place for women in marketing,
advertising and research to connect, Dove encouraged people to
recognize that one positive tweet can ignite a positive trend.
http://schedule.sxsw.com/2015/events/event_IAP34005 14
MOPHIEThe external battery and battery-backup case company
rescued SXSWers with dying smartphone batteries via St. Bernard
rescue dogs. SXSWers could tweet @Mophie with a screenshot of their
location and battery level, and Mophie sent St. Bernards with
Mophie chargers to the tweeter in trouble. Other SXSW attendees
could use the Glympse app to track the dogs whereabouts. Those who
fell for a dog could even adopt one, thanks to Mophies partnership
with the St. Bernard Rescue Foundation.
MORE OF OUR FAVORITE BRAND EXPERIENCESAT&T & ANIMAL
PLANETAT&T & Animal Planet hosted a purrrrty to find
America's Next Cat Star, where people could vote on
contestants.
3MTo kick off its first global brand campaign in 25 years, 3M
launched the 3M Life Lab, a booth built solely out of materials 3M
has invested in over the years. 3M scientists were on-site, hosting
demos and workshops, with the space also featuring live DJ
performances, incorporating sound samples from the DJs heartbeat
taken from 3Ms Bluetooth-enabled electronic stethoscope.
Entrepreneurship is more than building products - it's about
lifting up communities and making a difference STEVE CASE, CHAIRMAN
OF CASE FOUNDATIONS & REVOLUTION
I don't want to give some of these losers power. CHARLES
BARKLEY, NBA HALL OF FAMER & CURRENT TNT ANALYSIST on why he
doesnt use TwitterPeople delight in sharing great content. Great
content is a great compelling story you want to share. LINDA BOFF,
EXECUTIVE DIRECTOR, GLOBAL BRAND MARKETING, GEThe heart of the
event is really the up-and -coming people we haven't heard of yet,
people we'll hear of in the next few years. HUGH COOLEY, SXSWi
FESTIVAL DIRECTORIf youre the only one working on a problem, then
you are working on the wrong problem. PHIL LIBIN, FOUNDER AND CEO
OF EVERNOTEIf you want to succeed spectacularly you have to be
willing to fail spectacularly. You have to just go. For me failure
has always been it hasnt been a shameful experience, it was just oh
that didnt work. BIZ STONE, CO-FOUNDER OF TWITTER & SUPER.MEAs
the death of the middle class of film has happened, its been
rebirthed in television. MARK DUPLASS, FILMMAKERThe only way to be
happy in the world is to keep making things. MARTINE ROTHBLATT, CEO
OF UNITED THERAPEUTICS
THANK YOU TO ALL THE MEC@SXSWi CONTRIBUTORS!To see more of what
happened as it happened at SXSWi 2015, download the FlipBoard
MECGlobal For questions, please contact:Whitney Fishman
[email protected]
