TBWA\Chiat\Day New York Head of Planning, Ed Castillo, attended a SXSW panel entitled Anarchists to Sell-Out: Punks Make Better CEOs and had these thoughts to share.
The presentation I enjoyed most at SXSWi was "Anarchist to Sell-Out: Punks Make Better CEOs" by Deep Local CEO Nathan Martin. Martin's candid account of his journey from skate punk, to electronics anarchist, to metal front man, to tactical-media artist and agitator, to design professor, to creative technologist for hire (my characterizations, not his) was a provocative and inspiring story about embracing the disruptive force of creativity and living strictly on one's own terms. In a career punctuated by hacking the Nintendo Gameboy, trading sex for votes, and Nike Chalkbot, Martin has apparently found a way to participate meaningfully in the circus that is brand marketing while staying true to the idealism of his art and the hacktivism of his youth.
SS+K wanted to capture the SXSW experience by tapping into the videos people were sharing from the festival through Vine. The agency used the SX6s app they built to view and select a set of Vines they thought were an accurate representation of SXSW experiences people were documenting in their vines: parties, food, street life, robots, and the Music, Film, and Interactive conference itself.
The result is a frenetic video that captures what it's like to attend SXSW. The pace is fast and furious. The schedule is tight. And it's a panoply of information and insight to fuel the mind for months following the event.
While we knew this was the case for several years now, SXSW Interactive has become a huge event generating conversation the world over. This year's event generated 1.1 million tweets in 5 five days across 200 countries and 19 languages.
Social media monitoring company Synthesio created an infographic summarizing global social media conversation about the Austin, Texas event. Without surprise, the U.S generated the most (71%) conversation followed by the UK (4.6%) and Canada (4.4%).
Some say SXSW is the new Cannes. In some respects, it is. As the advertising industry moves more towards technology and content solutions versus Super Bowl-style creative solutions, this shift in mentality may make sense. But it will be a very long while before the advertising industry gives up its Rose-filled afternoons on the Carlton Terrace or the massive beach parties that occur every night which, by the way, put even the best parties at SXSW to shame.
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.
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
As we wander around Austin during SXSW we love to spot unique marketing stunts brands activate. One such stunt comes to us courtesy of Syfy Channel. Reacting (in a way) to the lack of housing available during SXSW, the cable channel erected a pop-up hotel. Constructed out of containers (those big ones you see on ships and behind 18 wheelers), the "hotel rooms" were decked out in as posh-like a manner as is possible with, well, a metal container.
What would SXSW be without a cat meme to accompany it? Thanks to Traction, we have one. Or at least a stereotypical representation of SXSW themes represented by cats. We have Big Data Cruncher, I Can Haz Mowr BBQ, Inappropriately Hot Booth Babe, The Futurist Keynoter and more. Check them all out here.
Commercial artist Laurie Rosenwald will conduct a panel during the Art Directors Club Awards in Miami Beach April 2-4. Laurie, whose workshop has been taught to writers, filmmakers, musicians, market researchers, salespeople, real estate agents, investment bankers and many others aims to highlight the benefits of making mistakes.
Interested in Laurie's panel or attending The Art Directors Club Awards? Then check out the details here and register.
So as is the case with every large brand at SXSW, Chevrolet has a large booth set up just as you walk inside the Austin Convention Center. Part of that large booth is a giant set of...balls. OK, it's a Newton's Cradle.
If you're not familiar with a Newton's Cradle, it's that thing with five balls hanging from a string and when you swing the ball on one end, it makes the ball on the other end swing out without the middle three balls moving.
A giant Newton's Cradle. Just begging to be used by everyone passing by. Except no one in the Chevy booth wants anyone to...ahem...touch its balls. How unfriendly, we say!
Attending SXSW can be a whirlwind of live performances, big announcements, and networking. Keeping track of what's going on can be a challenge even for the most connected individual.
We offer five suggestions for attendees that want to know about the latest social buzz before the crowd: