1. technology and computing

THE 2015 SXSW INTERACTIVE FESTIVAL
FEATURED OVER 800 SESSIONS,
EXHIBITS, COMPETITIONS, MEET UPS
AND NETWORKING EVENTS WITH
SOME OF THE HOTTEST ESTABLISHED
AND UP-AND-COMING COMPANIES IN
THE WORLD.
The 22nd Annual South By Southwest Interactive
Festival (SXSWi) is a 5-day immersive cultural
experience focused on emerging technology and
forward thinking -- fueled by content, creativity and
inspiration. Growing in popularity year over year, the
SXSW Film, Interactive and Music events attracted
51,000 people in total to Austin, the cultural capital
of Texas.
This year’s Interactive festival experienced an
increase in both international participation, as well as
space dedicated to the start-up community. Due to
the tremendous amount of innovation within the
health and medical industries, 2015 also saw the
launch of the SX Health and MedTech Expo.
Serving as an incubator, SXSWi 2015 continued its
legacy of bringing together inspiring and influential
people, brands and technology platforms to discuss
and ideate on future transformation. After all, where
else can you find a Robot Petting Zoo?
TRENDS FROM
& WHY THEY
MATTER TO YOU
Overall, one theme stood out…
INNOVATION CANNOT BE CONTAINED
Innovation is innovation; you cannot separate different
strains of it based on the content, creativity or industry it is
applied to or drives. While SXSW still offers different
experiences via its respective Interactive, Film and Music
festivals, it would be counterintuitive to everything SXSW
stands for to put up walls between these festivals. Instead,
SXSW recognizes and appreciates the synergies, creating a
forum that combines the beliefs, passion and excitement
among the diverse communities that attend.
This was most visible at this year’s Convergence
Programming, where topics organically overlapped between
SXSW’s Music, Film and Interactive content. As the
traditional boundaries between these festivals continues to
collapse, new opportunities for collaboration and intertwined
conversations are surfacing.
It was also clear that there is no silver bullet when it comes to
solving for innovation. Gone are the days where start-up
technologies would come to Austin hoping to be the
breakthrough hit of the conference – as it happened for
Twitter in 2007 and FourSquare in 2009. Keynotes from
thought leaders ranging from Lyft co-founder and CEO
Logan Green and Astro Teller of Google X underscored this
shift. SXSWi’s power isn’t in solving for innovation; it’s about
finding ways to move forward – in your thinking, your
perspective, your product – so that you can return home
enlightened and inspired, ready to iterate and find success.
VIRTUAL
REALITY IS
THE NEW
INTERNET
Virtual reality (VR) was a major focus of SXSWi this year, with more sessions than ever dedicated to the
technology and the opportunities it invites. Many of the leading VR and augmented reality developers and
companies were in attendance, with major players like Oculus Rift taking the stage to share prototypes,
brand-focused efforts and thought-starters, serving as inspiration for brands to leverage VR as a tool to
unlock the future of immersive storytelling.
Other companies, like Jaunt, a tech company building the hardware and software to make truly immersive
cinematic VR possible, debuted and demo’d new content and opportunities, giving attendees first-hand
experiences.
VIRTUAL
REALITY IS
THE NEW
INTERNET
WHY THIS MATTERS TO YOU
Virtual reality is creating excitement and intrigue, comparable to how the Internet first
sparked marketers and brands’ interests in the 1990s. VR is clearly not just for gaming,
and signals the birth of a new medium for brands and creative marketers to reach and
engage audiences.
There is still a ways to go before consumers can adopt VR in their everyday lives. As
Oculus Rift’s VP of Product Nate Mitchell noted when explaining why the consumer
version of its VR headgear is delayed, “the roadmap has changed,” something not
uncommon in the new, rapidly-evolving and highly competitive technology space.
However, as more devices enter the marketplace, now is the time to understand the
content opportunities and find ways to test and learn what VR can offer your brand.
The North Face gave
attendees at the Google Fiber
Space a sneak peek of the
immersive experience it’s
rolling out in select stores:
virtual reality moviemaking
techniques on Google
Cardboard to take viewers one
step closer to thrill-seeking
destinations.
EMPHASIS
ON
EXPERIENCE
Whether it was highlighting the technology that can facilitate it, the platforms that enrich it, the data that can
inspire it, or the brands innovating around it, much of this year’s SXSWi conversation was about consumer
experience, and how marketers, brands and content creators can improve upon it. We’ve seen brands attempt
‘first to market’ executions and strategies for the PR value rather than the consumer benefit; however, these
tricks often don’t work. As Linda Boff, Executive Director, Global Brand Marketing for GE noted, when it comes
to content creation, “audiences know how you should spend dollars to create things for them to engage with,”
and they expect that content to contribute to meaningful, valuable experiences.
Aiming to create transformational experiences, WPP's Team Detroit led programming designed around using
technology and elevated data as keys to creating richer user experiences. Panelists and speakers explored how
data trails – the digital ‘breadcrumbs’ consumers leave behind across the Internet – offer insight into consumer
behavior, and that, when used right, allow for more enhanced experiences and better results.
EMPHASIS
ON
EXPERIENCE
WHY THIS MATTERS TO YOU
To be truly ‘consumer first’, marketers need to not only know how consumers
engage with new and emerging media and technologies, but understand the factors
that impact how they will communicate with the people and brands they care about
in the future.
This includes learning about why new data points are emerging, how technology is
driving new behavior and getting first-hand experience by engaging with the tools
and platforms that can help marketers create authentic and genuinely creative
experiences that surprise and delight consumers.
GE’s BBQ Research Center
married science and culture
with labs and workshops
devoted to illustrating the role
of data in influencing the
optimal performance and,
ultimate taste, of Austin’s most
popular food -BBQ. The
activation not only allowed GE
to tell it’s story beyond jet
engines and wind turbines, but
also gave back to the SXSW
community.
COMING
TOGETHER
TO
COMMUNICATE
BETTER
Proving how the whole is greater than the sum of its parts, this year’s SXSWi showcased
countless ways of bringing people together, both physically and mentally, through social
media and smart technologies like beacons.
To drive this connectivity, the official SXSW GO app was updated to include the largest
deployment of iBeacons at an event and a new social networking feature to provide a
more contextualized SXSW experience. FireChat, the popular off-the-grid messaging app,
offered live interactive news via its FireChat SXSW Edition, highlighting the very best of
“what to do right now.” And for those participating virtually, SXSW partnered with Roku to
stream the conference on the new streaming network ‘SXSW On’ allowing access across
the U.S., Canada, U.K. and Ireland.
COMING
TOGETHER
TO
COMMUNICATE
BETTER
WHY THIS MATTERS TO YOU
As marketers, we are constantly looking for new, creative ways to cut through the clutter
and reach our consumers. To do so, we seek out the newest devices, technologies,
platforms, and partners. But how often do we step back from our everyday business
challenges to look at our industry as a whole?
Unlike traditional tradeshows, conferences like SXSWi offer a unique opportunity to meet
and mingle with people beyond our professional borders. Savvy marketers consistently
challenge themselves to seek out on and offline resources and experiences that offer new
inspiration and perspective, whether it is conferences, books, newspapers, or Twitter
feeds. We challenge you to do the same -- find inspiration in the world around you and
consider how you can apply it to your everyday role and business challenges!
Meerkat, the new, free mobile
.
app that simplifies
livestreaming via a Twitter
integration, was the ‘it’ app of
SXSW this year. Despite
Twitter cutting off Meerkat’s
automatic access to its social
graph on Friday, plenty of early
adopters were “Meerkating”
their panels, dinners, parties
and even strolls along
Congress Ave.
BETTER
LIVING
THROUGH
TECHNOLOGY
SX Health and MedTech Expo
Health and wellness was one of SXSWi’s hottest topics, thanks to the launch of the SX Health
and MedTech Expo, an exhibit space that featured 60+ companies showcasing the future of
healthcare technology. The Expo provided a chance to get hands on with the healthcare tech
changing the world, and learn from some of the brightest minds driving health forward.
Milestone events included Martine Rothblatt, United Therapeutics' CEO, who spoke about what
human life means in today’s age of radical innovation, and what artificial intelligence and
robotics can offer us in the future (hint: it may include the capability of transferring human
consciousness to machines). Meanwhile, hospitals like Cincinnati Children’s Hospital and Boston
Children's Hospital joined in the start-up mentality, participating in the Impact Pediatric Health
Startup Pitch Competition, emceed by Mark Cuban.
BETTER
LIVING
THROUGH
TECHNOLOGY
WHY THIS MATTERS TO YOU
This industry-wide evolution isn’t just about wearables, smart devices and robots; it’s
about being more connected to the issues that matter, and adopting a patient-first
mentality to understand the real need states while attempting to solve for them.
Investing in health is good for business, offering brands opportunities to connect,
understand and communicate with patients, families and caregivers in ways (and on
devices) never before imagined. While healthcare is an industry primed for disruption,
even if your brand doesn't fall within the health category, understanding why disruption is
not only inevitable, but necessary, is crucial for survival. Marketers need to recognize how
innovation and technology will (if it hasn’t already) disrupt your industry in the future.
Equinox showcased
The Pursuit: fitness classes
with smart bikes capable of
measuring 500,000 data points
and allowing the instructor to
monitor during class. Bringing
fitness and data together for a
better experience, while
helping riders to stay focused
and engaged.
ADVOCACY
FOR A
BETTER
INTERNET
The Internet, and social media, have opened the door to new possibilities, allowing for
greater connections and interactivity than ever before. This transformation has given rise to
powerful advocacy opportunities.
Global women-and-workplace activist Princess Reema Bint Bandar Al-Saud spoke about her
work to empower women in Saudi Arabia across issues like gender equality and health
support through campaigns like #10KSA. Meanwhile, motivational speaker Lizzie Velasquez
premiered her inspiring documentary, “A Brave Heart: The Lizzie Velasquez Story,” and spoke
about her “Take the High Road” cyber-bullying campaign. Whether debating how terrorist
groups are using Twitter to further their agenda, or Yik Yak co-founders Tyler Droll and Brooks
Buffington sharing their efforts to curb cyber-bullying, much of this year’s conversation
focused on understanding our individual social behaviors, and how to take responsibility for
our actions with integrity.
ADVOCACY
FOR A
BETTER
INTERNET
WHY THIS MATTERS TO YOU
Marketers already know the risky business of social media, where users can freely
critique, troll and call out any brand at whim. Issues like fraud, trademark
infringement and other potential problems can cause major headaches for brands,
leading to legal action and plenty of lost time and revenue.
Understanding the legal ramifications of how your brand can be impacted by cyber
bullies and trolls, as well as how others in your space have reacted and responded in
a crisis can help marketers be confident in pursuing real-time marketing strategies
and mitigate risks when it comes to how Internet users can sabotage or hijack your
campaign or brand.
At the IPSOS Girls Lounge, a
place for women in marketing,
advertising and research to
connect, Dove encouraged
people to recognize that “one
positive tweet can ignite a
positive trend.”
MORE OF OUR FAVORITE BRAND EXPERIENCES
MOPHIE
The external battery and battery-backup
case company ‘rescued’ SXSWers with
dying smartphone batteries via St. Bernard
rescue dogs. SXSWers could tweet
@Mophie with a screenshot of their
location and battery level, and Mophie sent
St. Bernards with Mophie chargers to the
tweeter in trouble. Other SXSW attendees
could use the Glympse app to track the
dogs’ whereabouts. Those who fell for a
dog could even adopt one, thanks to
Mophie’s partnership with the St. Bernard
Rescue Foundation.
AT&T & ANIMAL PLANET
AT&T & Animal Planet hosted a purrrrty to
find America's Next Cat Star, where people
could vote on contestants.
3M
To kick off its first global brand
campaign in 25 years, 3M launched
the 3M Life Lab, a booth built solely
out of materials 3M has invested in
over the years. 3M scientists were onsite, hosting demos and workshops,
with the space also featuring live DJ
performances, incorporating sound
samples from the DJ’s heartbeat
taken from 3M’s Bluetooth-enabled
electronic stethoscope.
I don't want to give some of these losers
power. – CHARLES BARKLEY, NBA
HALL OF FAMER & CURRENT TNT
ANALYSIST on why he doesn’t use
Twitter
As the death of the middle class of film
has happened, it’s been rebirthed in
television. – MARK DUPLASS,
FILMMAKER
People delight in sharing great
content. Great content is a great
compelling story you want to share.
– LINDA BOFF, EXECUTIVE
DIRECTOR, GLOBAL BRAND
MARKETING, GE
If you’re the only one working on a
problem, then you are working on the
wrong problem. – PHIL LIBIN,
FOUNDER AND CEO OF EVERNOTE
The only way to be happy in the world is
to keep making things. – MARTINE
ROTHBLATT, CEO OF UNITED
THERAPEUTICS
The heart of the event is really the upand -coming people we haven't heard
of yet, people we'll hear of in the next
few years. – HUGH COOLEY, SXSWi
FESTIVAL DIRECTOR
Entrepreneurship is more than building
products - it's about lifting up
communities and making a difference
– STEVE CASE, CHAIRMAN OF CASE
FOUNDATIONS & REVOLUTION
If you want to succeed spectacularly you
have to be willing to fail spectacularly.
You have to just go. For me failure has
always been… it hasn’t been a shameful
experience, it was just ‘oh that didn’t
work’.
– BIZ STONE, CO-FOUNDER OF
TWITTER & SUPER.ME
THANK YOU TO ALL THE MEC@SXSWi
CONTRIBUTORS!
To see more of what happened as it happened at SXSWi 2015,
download the FlipBoard MECGlobal
For questions, please contact:
Whitney Fishman whitney.fishman@mecglobal.com