First Morning at SXSW: It’s Raining Transmedia and Data!
Megan and Meg here with an update from Austin Saturday afternoon. At 1:30 p.m., this morning’s driving rain has just let up, and the SXSW’ers have taken to the streets. And the streets are branded — Miller Lite, American Express and Chevy are hard to miss.
Many panels – particularly in the branding + marketing category — are packed, with a one-in, one-out policy. The big topic on everyone’s mind, at least in the marketing space, seems to be Social TV. A morning session on the topic was a packed house.
We checked out two morning sessions panels, Top Chef: How Transmedia is Changing TV, and How Your Data Can Predict the Future. Here were some of our favorite insights:
- Host of all things Bravo Andy Cohen sat down with some of the on- and off-air talent to discuss how the most recent Top Chef season (which took place in Texas, naturally) used Transmedia to create a multidimensional experience for consumers. Seamlessly integrating engagement and content across multiple channels kept fans more tuned in than ever on their first, second and even third screens. Despite a small social media team of one person, Bravo is successfully keeping engagement at an all-time high by letting their hosts, chefs, housewives, and –most importantly — fans keep the conversation going.
- Becky Wang, Consumer Insights Director at Saatchi & Saatchi, gave a sweeping overview of how “Big Data” is transforming the marketing business and helping companies in all sectors predict the future. With a robust pipeline of data giving context about consumer behavior and habits, the ability for brands to shape outcomes is more sophisticated than ever. What’s in store for data ahead? Even more debate about whether data should be open or closed, and a time when all our personal data will be ours to sell to companies.
Off to experience some of Austin’s famous food, then more sessions this afternoon. More to come!