SXSW 2016: quick and dirty highlights

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PowerPoint Presentation

Hugh Forrester to talk about the event, trends, expectations

Highlights This Year

Obama on technologyBranded experiences, not just contentArtificial intelligenceNew influenceRevitalized medium: audioHealthy techSelf-driving cars

Obama on technology

The unexpected couple: technology and Government

How can we use data, analytics and tech more effectively?

It is much easier to order pizza or a trip than it is for you to exercise the single most important task in democracy, and that is to select whos going to represent you in government.

1. Government works better and more efficiently through technology and digital platforms2. Government and the private sector and non-profits must work togethertotackle big problems in new ways3. The use of data, analytics and technology canmake civic participation easier for all

-President Obama being at SXSW is another example of local, state and federal lawmakers are embracing the tech community and getting more involved in both supporting technologies and addressing the issues they present, such as online harassment. What factors do you think are motivating this increase?

What does it mean?

1. Government works better and more efficiently through technology and digital platforms2. Government and the private sector and non-profits must work togethertotackle big problems in new ways3. The use of data, analytics and technology canmake civic participation easier for all

-President Obama being at SXSW is another example of local, state and federal lawmakers are embracing the tech community and getting more involved in both supporting technologies and addressing the issues they present, such as online harassment. What factors do you think are motivating this increase?

Branded experiences,Not just content

Is 2016 (finally) the year of VR and AR?

A new computing platform always emerges every 10 or 15 years [and] VR is currently the most promising candidate. Mark Zuckerberg

Exponential growth expected

tech M&A advisory firm Digi-Capital's

What does this mean for brands?Brands will need to create immersive experiences, not just photos or gifsThis is an opportunity for sophisticated storytelling and deeper consumer engagement

tech M&A advisory firm Digi-Capital's

Lessons from ProsThe Medium Is The Message: continuous push and pull between content, narrative, and technology.The Fidelity Contract: The creator must set their priorities so as not to overwhelm the audience. Establish The North: Introduce a focal point; people need to know where to look and how to follow the story.Solve The Role Of The Camera: is the camera a character or invisible presence? Test, Test, and Test: Make sure the story truly engages the audience.Ricardo Laganaro, film director at O2 Films (and Director of Facebooks most-viewed 360 video) and Gabo Arora, Filmmaker and UN Senior Advisor. Read more: http://www.ogilvydo.com/events/sxsw-2016/is-the-future-of-storytelling-blue/

1. The Medium Is The Message: The approach to film of identifying content, building a narrative, and bringing it to life with technology does not work with VR. Rather there should be continuous push and pull between content, narrative, and technology, each influencing the other, and when done correctly the technology will be invisible.2. The Fidelity Contract: People take time to understand the language. Entering a VR experience is a pact between the creator and the audience. The creator must set their priorities so as not to overwhelm the audience, otherwise people will get lost. Sure theyll remember they saw something cool, but they will not remember the content.3. Establish The North: Introduce a focal point. While VR allows room to explore, people need to know where to look and how to follow the story and mechanics of the video4. Solve The Role Of The Camera: This is key to evolve the language, is the camera a character or invisible presence? Playing a character has worked well with CGI-built VR films, while the invisible presence may be ideal for fiction.5. Test, Test, and Test: Make sure the story truly engages the audience and immerses them in the experience.

A baby stepStart with 360 video or AR, its the easier way in.Play with the technology via Google Cardboard (~$10)Experiment with Haptics: Touch is the most powerful human sense we experience in our everyday lives ImmersionTry haptics out: www.immersion.com/experience-haptics/

http://www.immersion.com/experience-haptics/Immersion's haptic technology creates mobile experiences you can feel. Using Immersions haptic technologies, the Content Portal app is a showcase of video, media, and games enhanced with tactile effects.- Feel the motion of a roller coaster in the palm of your hands.- Sense the subtle tempo of a dramatic scene.- Experience action sequences with heart pounding tactile effects.This application will be updated as more haptic content becomes available. Be the first one to experience the latest ads, movie trailers, and games designed for your sense of touch.

Immersion is the leading innovator of haptic technology. Its technology can be found in 3 billion digital devices all around the world. Immersion technology makes it possible for people touch and feel the digital world.

Artificial Intelligence

Will AI replace humans?

-Will AI replace humans? (No, but it will definitely redefine how they work)-How can we (in marketing) use AI (advance personalization)?

Friendly AI: Meet Pepper

Softbanks Pepper uses Watsons natural language processing and analysis.

Softbank did an excellent job at making AI personable, relatable and likeable. Epic photo by Aashish Chandarana, SVP Business Operations at News Corp

What does this mean for brands?Its not the future, AI has arrived.IBMs branded SXSW experience had the complete smart data experience that led to better service and even personalized cocktails!Extremely advanced data processing to reveal insights, patterns and relationships. For example governments can use it to determine most unsafe corners in a neighborhood to redirect police resources. Enables advanced marketing personalization. Imagine if your Uber driver knew if you liked being spoken to or being left in silence? Or if they knew your preferred route? Could you partner to create new services and products?

Watsons curated cocktails were available at SXSW.

New Influence

Social media was the great democratizer

In the world of social everyone can be a celebrity or a critic... It's the great democratiserKerry Washington, actress

Some influence is positive: eSports

Other influence is not

What does this mean?Brands must navigate the influencer 2.0 territory carefullyTech brands have a role in preventing online harassment. Read more: http://www.ogilvydo.com/events/sxsw-2016/ibms-lisa-hammitt-on-techs-role-in-curbing-online-harassment/ Content creators have defined the rules of engagement in this new world. Find out what they are: www.slideshare.net/OgilvyWW/the-digital-social-contract-54664482Prepare for the good, the bad and the ugly with a thorough crisis plan

Revitalized Medium: Audio

Live Audio Apps: will they replace Twitter and blogs?

Are live audio apps like Anchor or Zcast the new place for conversations like Twitter and blogs used to be? Seems and sounds like a familiar place.

Anchor, a new social app for audio lets users record audio messages and invite others to record their own responses. Then, if a user wants, they can publish that conversation as a podcast.

What does this mean?

Audio content is not dead. Just make it shorter and sharper. Especially useful for B2B brands. Wonder if this means podcasts will become less popular? Right now there is integration but perhaps podcasts will become less relevant.

Healthy Tech

Healthy living enablement: Muse, meditation made easy

Brain sensing headband Tells you exactly whats happening while you meditate with accurate real-time feedback answering: are you in the moment? When? For how long?

Healthy living enablement: Icaros

Seemingly the next evolution of the Peloton Exercise Bike with online streaming.Markets itself: Plug in. Zone out. Get ripped. Fly through virtual worlds and exercise at the same time we call it Active VR.

Do Good Tech: 3D printing for children without limbs

What does this mean?

The health tech movement is not dying: its becoming more practical Could you partner with one of these innovative technologies or devices? Think Lulu Lemon and Muse. How can your product and brand promote healthy living or wellness? For pharma and health brands, could your R&D team share results or conduct research live? Should a pharma have an event activation at SXSW 2017?

Self-driving cars

Googles self-driving carsBiggest challenge is technology, not regulatory environment and consumer attitudes. Evident in the recent (and first) Google self-driving car crash in California in February.Pricing (whenever Googles launches) will be relatively accessible because the hardware isnt too expensive (the upfront research and tech costs are pricey).Weather proposes a challenge: "Places where the weather is good, where the roads are easy to drive, the technology might come there first," Urmson said. "And then once we have confidence with that, we'll move to more and more challenging locations."

Questions?

Hannah LawVice President, RegionalSocial@Ogilvy@HannahLawPeter FasanoGlobal Consulting Principal, Digital Strategy, OgilvyRED@PFasano

Hugh ForrestDirector,SXSW Interactive Festival@Hugh_W_ForrestLisa HammittCognitive Computing and Data Science Executive, IBM@LisaHammitt