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.
“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 agency) 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.
“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 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.
The DGC team hit the ground running on Saturday morning at SXSWi with a quick stop at and an 11 a.m. deep-dive into how data will build high-performing humans. The panel featured New York Giants star wide receiver Victor Cruz and Equinox President Sarah Robb O’Hagan, joined by Michael Gervais and Mashable’s Haile Owens. We were fascinated with the panel’s discussion on how data can make even the highest achieving athletes more powerful on and off the field. One nugget we took away from the session was data and tools are great, but don’t forget about your body’s biggest source of information: your brain.
After a quick selfie with the man of the hour, our team dispersed to other sessions before gathering to prep for DGC’s first-ever #SXSWi happy hour. The team set up shop at the JW Marriott to entertain clients and friends of DGC over margaritas, chips and guacamole, and the best darn jalapeño cornbread Austin has to offer.
Day three saw us checking out some of the week’s best brand activations and experiences. We swung by Samsung’s Studio Experience, where our colleague, Sara Ajemian, made a DGC t-shirt in its design studio. While the A&E network offered up nightly stays at a faux Bates Motel to promote its series of the same name, neighboring station National Geographic took it to the extreme with a challenge to promote its new season of “Life Below Zero.” We dared to see if we had what it takes to Escape the Cold, as the promo was called, encouraged players to find clues to get out of the room in twenty minutes working with teams of 6. It was tough going – we didn’t find the key. Brands should take note for 2016 as this was an incredible way to bridge the gap between brand experience and user interaction. It tied to “life below zero” which is a show about people living in isolation in Alaska
Other panels we checked out:
– Argonaut, an agency that’s part of Project Worldwide, had two executives on a panel: Robbie Whiting, Creative Technologist, and Garrick Schmitt, digital advisor, who spoke to a packed house about “Malevolent Marketing.” Recap the conversation on Twitter with #letsbeevil.
– Deep Focus CMO Jamie Gutfreund cracked the code on Millennials at the Pandora Lounge, encouraging marketers to be smart about their consumer and audience. She was later joined on stage by Nana Menya, AVP of Investment Strategy of GE, whose talk on the mindset of music was equally intriguing.
– DDB’s Global Business Director Marina Zuber discussed art, tigers and an #EndangeredSong with the Smithsonian’s National Zoo and on-the-rise band Portugal the Man.
Stay tuned for more!
Independent agency network Project: WorldWide joined forces this week with Advertising Age to host some of the brightest minds in marketing at a roundtable discussion, “The Rise of the Unconventionalists.”
The event focused on marketers who have invested in innovation including John Hayes (CMO, American Express), Denise Incandela (CMO, Saks Fifth Avenue), Russell Klein (Chief Provocateur/ Former CMO of Burger King and Arby’s) and Rick Condos (Co-Founder & Chief Creative Officer, ARGONAUT, a Project: WorldWide agency).
Project’s Brian Martin, SVP Marketing and Communications, made opening remarks and shared Project’s vision for the day, to tell the stories of those who are rewriting the rules of successful experiential marketing. Judann Pollack, Deputy Editor of Ad Age, then led the panel discussion – touching on the new rules of consumer engagement, how to create provocative and successful programs, and what successful, out-of-the-box experiential marketing looks like today.
The following are highlights from the discussion:
- “Marketers and brands need to be in awe of their customers.” In the wake of the Haiti earthquake in 2010, American Express Card Members expressed overwhelming interest in aiding relief efforts. The company heard them loud and clear and began American Express’ Members Give program that enabled members to donate reward points to important causes. John Hayes expressed awe at the sheer number of donations from Card Members – a successful experiential effort that led to an on-going program.
- “Data makes marketers braver people.” Big Data is certainly a hot topic. Rick Condos noted that marketers used to push content out at consumers and wait months for a reaction. Now they encourage consumers to participate and engage with content – which elicits near-instant responses. This shift has enabled marketers to adapt quickly and change direction if need be. This knowledge and pace at which marketers now operate is making people braver and more willing to take risks.
- “All great, successful advertising is rooted in an authentic piece of tension between a brand and its key consumers.” Russ Klein discussed the current Snickers campaign, “You aren’t you when you’re hungry,” and the 2005 “Subservient Chicken” campaign for Burger King. He said both of these campaigns were based on concepts rooted in a unique tension that was relevant to the brand’s consumers, and in turn, created a compelling connection between the brands and its consumers.
- “Think nationally, act locally.” Denise Incandela shared insights about how Saks Fifth Avenue uses local stores to deploy social and digital programs. Social in particular is a big part of the retailer’s “omni” marketing plan to engage both aspirational and current customers. Saks empowers local teams to tailor content and promotions to their particular consumers because local relevance goes a long way to garner customer engagement.
Following the panel, we caught up with Brian Martin and Rick Condos to get their key takeaways from the event – see what they had to say below.
Last week, the New York Marriott Marquis filled with media, retail and brand executives for the OMMA mCommerce Summit conference. The day-long event included a variety of panels and keynote presentations focused on the future of mobile shopping.
Charlie Anderson, CEO of Shoptology and SVP of shopper marketing at Project Worldwide, sat on the Marketers in Search of Friction-Free Mobile Shopping Experience panel. As an expert in shopper marketing, Anderson spoke to the importance of creating a seamless experience for consumers today and pointed to specific technologies that need to be developed in order to make this a possibility.
After the event, Charlie shared his thoughts on the panel with DGC, mentioning the need for more focus on what shoppers actually need and the gaps that currently exist. See more below: