SXSW 2015 StoryConnect Report

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    A StoryConnect@Omnicom 2015 Report


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    3 StoryConnect @ Omnicom at SXSWi 2015 4 StoryConnect @ Omnicom Lounge 5 SXSWi 2015 By the Numbers 7 SXSWi 2015 By Trend 7 Gaming

    8 Food

    9 Start-Ups

    10 Music & Sports

    11 Healthcare

    12 StoryConnect@Omnicom SXSW Team13 About Us Connect With Us

    3 StoryConnect@Omnicom at SXSWi 20154 StoryConnect@Omnicom Lounge 5 SXSWi 2015 By the Numbers7 SXSWi 2015 By Trend8 Gaming

    9 Food

    10 Start-Ups

    11 Music & Sports

    12 Healthcare

    13 Connect With Us15 About Us

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    Powered by Resolution Media, FleishmanHillard, and Annalects data intelligence suite, StoryConnect @Omnicom provided a content newsroom for SXSW Interactive 2015. An always-on, data-driven, socially -enabled, content and advertising center, this official SXSW lounge allowed visitors to see news, trends and surprises from SXSW as we made big data small.

    The Resolution, FleishmanHillard, and Annalect partnership represents the only global content marketing offering that leverages enterprise media monitoring with audience and advertising data to amplify programs through paid media all of which is measured at the scale of a global holding company, Omnicom. The value proposition of the combined agencies is focused on Data-Driven Content that Performs. The partnership combines:

    FleishmanHillards best-in-class social and traditional media monitoring (FH TrueIQ) and content marketing (FH ContentWorks) at global scale and consistency

    Resolution Medias proven audience segmentation (ClearTarget) and measurement capabilities (in conjunction with Annalect data sources and

    tools), as well as global enterprise paid social (Current@Resolution) and paid search capabilities

    Annalects proprietary publishing platform (Assembly) that delivers data visualization and insights, inside a secure, collaborative environment

    Here, weve compiled the top insights and trends coming out of SXSWi 2015 to help your brand be at the forefront of relevant conversations in the year to come.

    SXSW INTERACTIVE 2015An incubator of cutting-edge technologies and digital creativity, the annual SXSW Interactive Festival in Austin, Texas, features five days of compelling presentations and panels from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders, and an unbeatable lineup of special programs showcasing the best new websites, video games and startup ideas the community has to offer. From hands-on training to big-picture analysis of the future, SXSW Interactive has become the place to preview the technology of tomorrow today.


    at SXSWi 2015

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    Located at the JW Marriott in the heart of downtown Austin, the lounge allowed visitors to view real-time insights via thirteen data visualization screens. As the technology tracked and reacted to the top topics at SXSW, visitors could personally interact with the technology via touchscreen, revealing custom conversation dashboards related to specific topics of interest, and isolating any extraneous chatter.

    Each day, we curated, monitored, amplified, and optimized content around one of five topics, in order to change the way both attendees and non-attendees experienced the energy, excitement, and innovation of SXSWi 2015.


    The pressing need at a show with the magnitude of SXSW is helping participants keep up. With so much to do and so little time, they need a way to prioritize and avoid FOMO the fear of missing out. We used our approach to data intelligence to catch them up on things they may have missed, and reveal the people, events, and innovations making the biggest splash, so they can tailor their SX experience to be the most significant and impactful.


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    THE FUTURE OF VIDEO SHARINGYou couldnt turn a corner, go to a bar, even check Twitter without hearing about SXSWs breakout app, Meerkat. Ironic, since Twiter banned the live-streaming app from its social graph right as SXSW was kicking off. Be it Twitters sanctions or the bright yellow shirts sporting the Meerkat logo that dotted the SXSWi crowds, the perform storm of promotion catapulted Meerkat into the SX record books, with a 30% growth in users daily during the festival. Whether or not the app will be around by next years SXSW, only time will tell, but its rise has AdWeek predicting a new adoption of video and personal sharing, a trend paved by apps like Snapchat and Instagram.

    VIRTUAL REALITYGaming may still be struggling to earn its fair share of voice among the music and film crowds at SXSW, but across the river at the SXSW Gaming Expo, virtual reality had everyone talking. Both traditional gaming brands and brands just wanting in on the action (Mazda actually had the most mentions of any brand) are taking the bold step off of the screen and into reality. Transcending gaming, the push to get off the couch and get moving is a trend affecting many verticals, breaking through the clutter with immersive experiences requiring a more active presence.


    Sifting through the mountains of information generated at SXSW, StoryConnect@Omnicom tracked and analyzed top trends and conversations to determine the winners, the losers, and who and what at SXSW are shaping the future.

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    GLOBAL INVOLVEMENTSXSW has always been a convergence of the factions: music, film, brands, agencies and maybe a few hippies. But in a growing trend of global interest in festivals like SXSW, countries have been turning up to support their native start-ups, and in turn, their nations technology and innovation industry. As this continues, it could facilitate relationships and partnerships between start-ups and their governing bodies, allowing greater access to advances in science, medicine, technology, communication (to name a few) and promoting collaboration to solve problems that transcend country lines.

    CONTEXT IS QUEENIf you had any doubts about the old saying, quash them. In a world of competing music vendors iTunes, Google, Pandora, Spotify, artists themselves one thing is certain: listeners no longer identify with one genre, they identify with mood. Blame it on our upbringings teachers and parents urging us to identify which face on the chart best matches our feelings or our fear of committing to just one genre; whatever the reason, music brands have picked up on this shift, and our now aligning their music (playlists, discovery, even classifying artists) with moods and situations. Working out? Theres a playlist for that, all searchable by types of workout, age, gender, rhythm. Turns out, the marketers were right: to reach your audience, you must consider their location, mood, and actions in this very moment.

    SXSWi 2015 | BY THE NUMBERS - contd

    VIDEO: SXSW Recap 2015Resolution Media and FleishmanHillard

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    Across the river from the StoryConnect@Omnicom lounge, the SXSW Gaming expo brought together brands, thought leaders and fans to talk about the future of gaming.

    The winner? Clearly Game of Thrones. Not only did GOT game makers win share of voice on the trending #Telltale Storytelling Panel, but they scored quite a few of total gaming mentions. Mazda also came out on top, with its virtual driving experience earning them 482 mentions.

    The loser? Well, gaming. While its cultural importance is obvious in mainstream channels, SXSW Gaming is still trying to carve its niche. Gaming earned 9% of the total SXSW share of voice, while music still proves to be the ultimate conversation-starter.

    Storytelling and virtual reality are the true trends to keep an eye on. Brands that integrate scripted, dramatic content with gaming in a seamless way are winning and will continue to do so.

    SXSWi 2015 | BY TREND


    VIDEO: SXSW Gaming Trends 2015

    INFOGRAPHIC: Gaming at SXSW Day 1

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    The real reason everyone flocks to Austin year to year? The food (and drinks). The most talked about foods led us to the longest lines that led us to the food trends we expect to dominate 2015.

    Unique fusion proved to be the way to go: Chilantro, a surprisingly pleasing blend of Mexican fare and Korean BBQ received more mentions than any other SouthBites food truck. But whether its Korean, American, or downright Texan, BBQ seems to win every time. Sorry tacos. Of all the crave-worthy cuisine, at the end of the day, SXSW is really more concerned about their cocktails. Of all the food-related conversations, drinks dominated with 54% share of voice, followed by breakfast with 26%. Wed say the craft cocktail trend is here to stay. Austin has a knack for setting the food truck trends. This years trend? Getting out of the trucks and into brick and mortar establishments. With the popularity and saturation of food trucks picking up over the past five years, chefs and mobile restaurateurs are looking for the next big thing is it sustainability or is it the most obscure mash-up? If SX fans have a say, its looking good for the Oreo-Churro.

    SXSWi 2015 | BY TREND