In a rousing SXSW Interactive pop-up panel hosted by Expion and moderated by Advertising Age's David Teicher, the subject of real time marketing was discussed. On the panel were Mondelez VP of Global Media and Consumer Engagement Bonin Bough, Oreo Senior Associate Brand Manager Steve Doan, Expion Chief Innovation Officer Albert Chou, 360i VP of Emerging Media David Berkowitz and Vayner Media Co-Founder Gary Vaynerchuk. Held at Pete's Dueling Piano Bar on 6th street, the panel shared theories and practical advice for brands navigating the ever-quicker stream of media that now rules our daily lives.
The fact the panel was held at Pete's Dueling Piano Bar was apropos. To see Bough and Vaynerchuk share a microphone was both comical and practical. Comical because the two couldn't comment enough on each other's commentary. Practical because had each had their own microphone, it would have much like, well, a pair of pianos dueling each other.
NFC - near field communication - is a relatively new technology that has the potential to revitalize the direct mail marketing sector. It enables marketers to deliver content via an embedded NFC chip that allows wireless communication when a user touches a smartphone or mobile device to a piece of marketing collateral or brings the device into close proximity with an NFC tag.
Although NFC technology has been around since the 1980s and marketers are increasingly using it today, the technology was slower to catch on in marketing than QR code technology. QR codes - two-dimensional matrix codes that are often printed on direct mail marketing material - have found a ready user audience in the marketing realm for several years now. QR codes appear on everything from movie posters to fast-food restaurant drink cups to ketchup bottles. With QR codes, consumers can scan the printed code with their smartphone's camera to be connected to online digital content.
With SXSW getting bigger and bigger each year, it's interesting to see which marketers will stand out from the crowd. Often times, it's the little things that seem to capture attention best. At least in our opinion.
Last year, mobile parking app ParkMe placed fake paper boots on the wheels of cars all over the city of Austin to call attention to its app. It got a lot of buzz and the app is quite successful one year later.
This year, task app TaskRabbit has tricked out a vehicle to make it look like, well, a furry rabbit. With so many people out and about in the city traversing the city to attend panels which have now grown well beyond the confines of the Austin Convention Center, the streets are prime space for marketers to hype their offerings.
We're quite sure we'll see more examples of this as the week progresses.
Photo Credit: Mashable