SXSW 2013: The Inspiration of Beer + Technology

Beer + technology. Isn’t that what SXSW is all about? Anthony Stellato, the Head of Research and Prototyping at Arnold Worldwide knows it and his session Drinking Your Way To The Future walked his audience through what goes into making a talking, tweeting beer vending machine.

Arnie, Arnold’s resident beer dispenser, lives in the Boston headquarters. He’s a conversation-starter, perfect party guest and a key feature on tours of the agency. Arnie was born out of Arnold’s “Lab” thanks to their internal The Make Project initiative, that aims to set the stage for innovation. Arnie has earned himself a lot of media and as Stellato shared, people leave events at Arnold saying things like “You work for the best place in the world.”

Arnie in action with an Arnold staffer

Arnie in action with an Arnold staffer

There was an overwhelming sense of inspiration emanating from the audience. I don’t know that the audience members knew they could do this kind of work at an ad agency and many of the questions were talent-related. In fact, Arnie is really great for talent and not just because of the free beer. Ad shops are frequently competing for top digital talent and Arnie is a real, tangible example of the tech opportunities available at Arnold.

Stellato summed it up well by stating that if you don’t invest in hiring people whose job is to constantly be looking for new technology, you’ll fast become obsolete.

So what’s next for Arnie? Stellato would love to build voice recognition and a way to dispense Jack Daniel’s into Arnie 2.0. As Angela Wei, Arnold NY’s Chief Digital Officer so aptly stated, Surprising or not? the beer brewing part was harder than the tech part. Our thoughts: not surprising at all. As much as technology is close to our hearts, beer is closer for many, especially those at SXSW.

If you’re not tapped into the hardcore tech at SXSW, here are Stellato’s top picks for what’s hot:

  • Raspberry Pi, a credit-card sized computer that plugs into your TV and a keyboard.
  • Lead Motion, a motion controller that lets you control your computer with your hands without touching your computer.

Posted on March 10, 2013, in SXSWi and tagged , , , , . Bookmark the permalink. Leave a comment.

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