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The Best of SXSWi 2016: Top Ten Things We Experienced in Austin

Five days, hundreds of sessions, dozens of unique brand activations and a lot of delicious TexMex and BBQ – this year’s SXSWi has wrapped but we’re still reeling from all the great things we experienced on the ground in Austin.

If you weren’t on the ground (or couldn’t get to everything while you were there), here’s our rundown on the best SXSWi had to offer attendees this year.Full team picture


“Most Inspiring Reason to Create and Innovate”
– President Obama’s Keynote Address: “The reason I’m here is to recruit all of you,” President Obama remarked. He called on SXSW attendees to collaborate on solutions for the country’s biggest problems addressing everything from updating obsolete federal networks to the debate over security versus privacy most recently ignited by the disputes between Apple and the FBI. If you were a lucky SXSW attendee to score a ticket to his address, you probably left Austin wondering how we can move innovation forward to improve our country for the better.


“Best Brand Experience”
– IBM Cognitive Experience: A mix of educational, aspirational, innovation and fun content, IBM created an engaging experience (in partnership with George P. Johnson, a Project WorldWide agenIBM.jpgcy) centered around IBM’s Watson. Upon entering the space, attendees were prompted to input details about th
eir mood and taste preferences, then given a wrist band and sent on their way to experience different stations tied to IBM’s latest innovations and partnerships, including The Weather Company’s latest innovations and Under Armour’s new offering in IoT. SXSW attendees could even play ‘Rock, Paper, Scissors’ against an IBM robot who got smarter with every move. Or if you wanted to burn a few BBQ calories, you could try some virtual reality cycling. At the end of the experience, attendees were invited to enjoy a “cognitive drink” based on the data in your wristband. Robot bartenders are now a thing – this is the future!

“Best Place to Run into a Trekkie” – The Eyes of Robots and Murders Session: Legendary director/producer/screenwriter J.J. Abrams and his friend Andrew Jarecki, the writer/director of HBO’s The Jinx” spoke about how technology has changed filmmaking for the better and how it has democratized the creative process. Abrams was also quick to point out that technology should be invisible so that the consumer can have an experience that’s as effortless as possible. Ending with a bit of inspiration, Abrams and Jalecki asked that attendees leverage their talents and today’s technology to create: “There’s no excuse to not tell the story we want to tell.”

“Best Off the Track Event” – Brand Innovators Austin Summit: Brand Innovators brought a great mix of speakers and content to SXSW attendees. From Mark Cuban speaking about the future of sports and sharing his candid feelings about the U.S. elections, to leading marketers from Mondelez, Walmart, Coca-Cola, Visa and much more – the venue was packed as any room in the convention center. A particular favorite panel was one featuring Deep Focus CEO Ian Schafer moderating a panel with recording artist Kevin Jonas, actor Adrian Grenier, Johnson & Johnson’s Amy Pascal, and social media stars Monica Church and Shonduras. The lively discussion centered on how brands can best leverage celebrities to promote their brands on social media while still maintaining authenticity with millennials and other consumers.

MEC Job Fair

 

“Best Place to Find a New Gig” – MEC Job Fair: Our client MEC took a new approach to attracting talent at this year’s SXSW. The media agency transported its New York office culture to the event through three virtual reality films which gave prospective talent an immersive glimpse into what it’s like to work there. Using Google Cardboard, the first film focused on the agency’s digital teams, highlighting social media operations and some creative work they’ve made. Another showed off the agency’s culture, and the third film highlighted the agency’s creative moments.

 

“Coolest Executive” – a tie between Soulcycle Cofounders Elizabeth Cutler and Julie Rice, and Under Armour CEO Kevin Plank. Soulcycle’s cofounders just oozed cool, but they definitely had a lot to offer to SXSW attendees. With Fast Company moderating their fireside chat, they addressed the characteristics that make up their brand DNA and how they were able to innovate in the fitness space – (surprise!) it wasn’t with technology but by creating a community for their consumers. Our friends at Fast Company also interviewed Under Armour’s CEO, where he provided one of festival’s best soundbites: “Data is the new oil. The companies that do well are the companies that use math.”

“Best Celebrity Panel” – New Rules of Social Stardom Session: Kerry Washington and InStyle Magazine hosted a discussion on the ever-evolving role that social media plays in the life of celebrities. Though she’s more of a private person, Washington talked about how she interacts with social herself versus when she taps a communications team, the types of content she likes to share (mainly fashion shots and causes she’s passionate about) and the value that lies in NOT reading the comment section: “It’s a tricky balance. For the most part, I stay away from comments, but Twitter is a conversation, so I do occasionally engage…but I’ve realized that comments are not about me. When someone comments, they are revealing something about themselves.”

“Best App Launch at Southby”Kodak – Kodak Moments: To launch its new visual storytelling app, Kodak Moments, Kodak Alaris (in partnership with Junior, a Project: WorldWide agency) created an activation that immersed attendees in their own memories – practically seeing, smelling and even hearing them – in a chamber it called the “Memory Observatory.” How did it work? Upon entering the chambers, participants saw whatever memory-specific image they chose to share projected on a grand scale within the activation, and the colors, smells and sounds corresponded to the emotion in something the brand called an “experience guide.” Robbie Whiting, co-founder of Junior, spoke with Adweek about why SXSW was the best place to launch the app: “SXSW is chaotic. We wanted to create a respite from the noise, a place for meaningful moments from the process of remembering a moment to the articulation of what makes that moment special to the communal experience of all our deconstructed memories, our own Kodak Moments.”

“Best Place to Go If You’re Craving San Fran Vibes” – Mashable House: From a Pied Piper Bar (shout out to fans of HBO’s “Silicon Valley”) and fun meme-inspired temporary tattoos to mingling with CEO Pete Cashmore. Upon entering this space, you were transported to the Bay City. Mashable had several parties and events at the space as well which put a spotlight on different brands and influencers – definitely making this a go-to place during the days and nights during Southby.

“Best Party at SXSWi” – GSD&M: Touted as one of SXSW’s must-attend events each year, we were lucky enough to get an invite and so glad we did. From unique art and live music to delicious food trucks and specialty cocktails – our last night in Austin was well spent on our GSD&M client’s compound.

 

SXSW 2013: Lessons Learned From an Austin Cabbie

SXSW isn’t just for music, tech and movies. In the last four years, it has increasingly become a hotbed of marketing and communication activities with big brands spending big dollars. This year was no different – there were dazzling parties, free swag, and utility-based activations like Oreo-branded pedicabs.

Many brands had a memorable impact. But as we reflected on our experience at SXSWi 2013, we were surprised that our standout marketing moment happened miles away from the action downtown, in the back of an Austin cab en route to the airport.

Outside of our hotel we flagged down a cab, and the driver, Bob, told us he was on his way to pick up someone also going to the airport and that we could share the ride if we wanted to. “Sure!” we said. A huge favor from Bob. After a few minutes of listening to the music playing in the cab, we inquired about the artist.

Gemma: “Who’s singing this song? I like it!”

Bob: “Oh, it’s this guy, Josh Halverson. He’s a local musician who was a passenger in my cab a year or so ago. Do you want one of his CDs?”

Bob gave us both a copy of Josh’s CD, on the condition that we like Josh’s Facebook page and comment on his wall to let Josh know we received it from Bob. We’d heard enough of the music to decide that Josh deserved a “like,” and did so right there in the cab as we were chatting. Bob handed us a business card so we could credit his name correctly and before we knew it, we had followed Bob on Twitter and were chatting about his blog, “Confessions of an Austin Cabbie” and his personal Twitter  strategy.

The beauty of this moment was that Bob let us discover the music he was playing in the cab. He didn’t push it, he just played it and let us decide for ourselves whether or not we liked it. With a simple word-of-mouth recommendation, Bob earned our social currency and this column space on The Hit Board. He also helped PR his buddy Josh (not a paid arrangement) in the process.

It speaks to a trend many SXSW attendees noticed – the need for a more personal touch in an always-on digital world. As we neared the airport, Bob pointed out that it was hard for him to see out of the back window because it was covered with a big white sticker – some kind of outdoor branding. Which company had paid good money for this window space? Who knows? We certainly didn’t notice – or care. The real “cab-vertising” moment happened inside the car.

Signing off for this year!

Gemma and Megan

SXSW 2012: Brands, Buzz and Breakfast

DGC is still recovering from a great week at South By Southwest. Now that we’ve fully digested the panel sessions, brand activations and many fried carbs, we want to share some of our highlights:

Favorite Brand Activation:  Tie between Amex and Chevy

Why?  Both provided true value to even the most grizzled SXSW veterans. In Chevy’s case, its “Catch a Chevy” program gave those of us with barking dogs and a waning patience for expensive shuttle service a comfy ride to off-campus panels. Amex’s promotion showed us that simply having an Amex and a willingness to Tweet on behalf of brands spells big rewards for cardholders – like exclusive tickets to a Jay-Z show. While two lucky DGC-ers were in line to see Jay in a 2,000-person venue, we heard more than one person say, “I’m so glad I have an Amex.”  Now that’s brand loyalty.

Favorite Panel Takeaways:  Curation and tech start-up culture

With Pinterest’s skyrocketing popularity, it’s not surprising that curation was one of the week’s “buzziest” terms. In the publishing world, the debate was about how to give credit where it’s due, to both authors and the curators themselves.  For brands, the question is how to either become curators, or integrate seamlessly into a user’s curating experience. It will be interesting to see how that plays out in the future.

Also big this year was talk of how advertising should embrace a tech start-up culture – the Mark Zuckerberg “move fast and break things” philosophy. This means less and less of “the big idea” and many more small, nimble ideas. As ad exec Tim Leake put it: advertising in these times is no longer about telling a story, but inspiring one, listening to the conversation about your brands and saying – to borrow terms from Leake’s improv background – “yes…and” to that idea.

Favorite Food Truck: Tie between Whole Foods and Today Show

With all the foot traffic in downtown Austin,  the restaurants were almost as hard to get into as the packed early morning marketing sessions (and they were packed this year – most had a one-in, one-out policy). Branded Today Show trucks were serving up delicious breakfast from renowned chef Danny Meyer throughout the day and night.  And Whole Foods was in the right place, at the right time, with the right vegan chickpea sandwich when one DGC-er almost had a hunger meltdown.

Managing Leads…at SXSW

The DGC team met C.J. Cunniff, Sr. Marketing Director at SmartLead (www.smartlead.com), a full-service, lead management company, on one of our many shuttle rides to and from the Austin Convention Center. As someone who comes to SXSW every other year or so, we asked him to give us his thoughts on SXSW, as well as share his insights on what companies should be doing to better manage their customer leads.

Here’s what he had to say:

When in Austin…

A group of DGCers is heading to Austin, TX, for SXSW Interactive again this year (March 9-13), and since they are now “experienced” attendees, we asked them what people should know to get the most they can from the experience, which seems to get more overwhelming each year.

Tips for attending: 

  • Don’t be afraid to approach speakers after attending their sessions. It’s all about networking—go shake hands!
  • Pace yourself. There is a LOT to see and do.  Study the schedules (panels as well as parties) and prioritize to make the most of your experience.
  • Missed the daily keynote because you were busy networking? Check it out online at http://sxsw.com/interactive/live.
  • Attend parties. There are many that are free and open to anyone with a badge (for a guide click here: http://austin.sanfranfreesco.com/event/filter?tagFilter=26). Try to attend:
    • The Mix at Six presented by Can We Network (3/9, 6pm)
    • The Interactive Opening Party presented by frog design and Microsoft (3/10, 8pm)
    • Mashable SXSWi House 2012 (3/11, 9pm)

Despite the high-tech atmosphere, it’s a good idea to take lots of business cards with you. Yes, the print kind. Maybe  Freshbooks and Shoeboxed will collaborate again as they did last year. This article tells how their brilliant promotion helped attendees organize all those wonderful new contacts people made at SXSW.

And check back here at The Hit Board which will be updated regularly by the on-site DGC team with trends, attendee insights and more.

On the Ground at SXSW 2011

Greetings from SXSWi! The DGC team is on the scene, taking in the sights, sounds and sun of Austin.

Our first full day on the ground has been chock-full of insights on interactivity as it relates to brands, consumers and creativity.

Some highlights:

  • Discussing Opportunities of Teens Online, Mr Youth CEO Matt Britton said younger generations are redefining blogging as we know it. Long-form blogging is no longer the force it used to be. Twitter has changed the way teens express themselves online, encouraging much shorter snippets of personal insights.
  • In a panel on Brand Journalism, Ad Age’s Bob Garfield pointed to Chrysler’s recent firing of New Media Strategies as an example of how the “loosey goosey” nature of social media contradicts the “control freakdom” of brand management. Panelists said Chrysler’s firing of the agency was a mistake, with Kyle Monson, an editor at JWT, noting branded social media that is too controlled and managed is inauthentic.
  • In his panel, Live Like a Sprinter, Tony Schwartz, CEO of The Energy Project, shared what it takes to boost creative thinking and meet the ever-growing demands of business and communication in the digital age. Like sprinters, we must keep the finish line in mind, exert 100 percent energy, renew and replenish ourselves, then go back for more. With these boundaries in place, we can develop more creative ideas and become 25 percent more efficient.
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