sxsw interactive 2013 recap
DESCRIPTION
Digital Marketing trends from SXSW Interactive 2013. BBDO New York focused in on 5 themes most relevant to Brands and Agencies by launching www.DigitalLabLive.com.TRANSCRIPT
SXSW’13 INTERACTIVE RECAP
DIGITAL LAB LIVE
5 TRACKS
Digital Lab Live
SX6s // South by in 6 second increments
SXSW is where you go experience the future for a few days before you have to go back home to the present.”
“
- DENNIS CROWLEY, FOUNDER/CEO FOURSQUARE
1,833 Interactive Sessions
SXSWi’13 Hits Record Numbers
#1 most talked about: Grumpy Cat followed by Elon Musk, and Al Gore
30k attendees in 2013 // 2012: 24k // 2011: 19k
60% HHI $100k+
48% repeat attendees
21% international registrants (from 72 countries)
60% male
How do we make sense of all this?
DIGITAL LAB LIVE // www.digitallablive.comRELEVANT OPINIONS FOR LIVE EVENTS
• Built in 2 weeks (big thanks to K5) • Responsive• Text, Photos, Video, Quotes• Interviews of founders/influencers
We culled 17 SXSW themes and hundreds of sessions down to just 5 Brands and Agencies should know about.
Design & DevelopmentDIGITAL LAB LIVE’S 2013 SXSW COVERAGE
‘DatUX
Personality: who someone is in their everyday life
Persona: who they are online
Mechanics of Magic: 7 Game Design Insights
ROHIT THAWANI
What may be intuitive to UX designers may not be intuitive to astronauts.”
NASA - THE USER EXPERIENCE OF A SPACE STATION
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NASA - THE USER EXPERIENCE OF A SPACE STATION
Taxonomy: fixed, top-down hierarchy
Folksonomy: letting the people decide the order of things
DESIGNING FOR USER GENERATED CHAOS
SHUTUP AND TAKE MY MONEY! LEGO DOES CROWD SOURCING
Kids love physical objects and digital experiences. Merging the two is the holy grail of toys.
RE IMAGINING TOYS: MERGING THE PHYSICAL & DIGITAL
CIRCULAR WATER SLIDE
The space between technology, art and action is where it’s at.
FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES
3 Pillars of Modern Photography:1. Optics2. Computation3. Productivity
FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES
FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES
BEYOND MOBILE: WHERE NO GEEK HAS GONE BEFORE
LEAP MOTION & THE FUTURE OF GESTURE CONTROL
What’s holding computers back is the limited number of ways in which we can use them.
LEAP MOTION & THE FUTURE OF GESTURE CONTROL
Gesture control can be used for:Art - sculptingMedicine - remote surgeryEducation - physics
THE MOUSE AND KEYBOARD ARE DYING
THE FUTURE OF 3D PRINTING WITH MAKERBOT
You can 3D print:
engine blocksfingersyour homeworkLEGOshoe inserts so your daughter can ride the big kid rides
THE FUTURE OF 3D PRINTING WITH MAKERBOT
In the future devices will get both dumber and smarter. that’s good because you want some smart devices and a lot of dumb devices.
BEYOND MOBILE: WHERE NO GEEK HAS GONE BEFORE
1. Use sensors to push data2. Focus on metadata, robots will do the rest3. Move your interaction off the screen
WHAT TO DO IN A POST-MOBILE ERA (IT’S HERE)
it takes 20 years from the time a product begins in the lab until it gets a chance at hitting the mainstream.”
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- BILL BUXTON
the best way to complain is to make things”
JAMES MURPHY, LCD SOUNDSYSTEM
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Art & InspirationDIGITAL LAB LIVE’S 2013 SXSW COVERAGE
‘A CONVERSATION WITH NICK CAVE’
“I’ve spent a lot of my time butting heads with other people’s lack of imagination”
Nick Cave captured the feeling shared by many.
Just because something has been done the same way for along time, doesn’t mean it’s the only way.
WHAT I LEFT INSPIRED BY
Technology has changed how people behave.
Agencies, brands, artists, people are changing to reflect this.
CHALLENGING CONVENTION & BEHAVIOR
There was a feeling of experimentation.With new methodologies, techniques and processes.
Technology as the idea
Ideas that come from anywhere
Digital labs
Quick, agile collaborationFOUR WAYS AGENCIES & BRANDS ARE REDEFINING IDEAS
Traditional Idea ModelIdea > Execution
R/GA ModelTechnology > Idea*This is what the user experiences.
R/GA REDEFINING HOW IDEAS ARE MADE
1. Start with technology that aligns to your strategy
2. Get specific and embrace constraints
3. Brainstorm ideas within limits
R/GA METHODOLOGY FLIPS THE MODEL ON ITS HEAD
DeviantART is truly embracing their audience in creation of ideas.
DEVIANTART: AUDIENCE VS CREATOR
Their theory: the people who buy your end product should have a say in the creation of it.
(Mass Effect 3: A cautionary tale)
DEVIANTART: AUDIENCE VS CREATOR
DEVIANTART: AUDIENCE VS CREATOR
Seems logical, right?
This isn’t new.
This was how Charles Dickens wrote Great Expectations.
EXAMPLES OF THIS THINKING IN ACTION
Clive Barker wrote Chapter One as inspiration.
People submitted Chapter Two.
One was chosen.
And so the process continued.
BBDO 747LABS
•Clemenger Melbourne•Internal innovation labs•Consultants to broader agency•Solve problems through tech
CLEMEMGER BBDO MELBOURNE, AUS
Scrum: multiple small teams working in an intensive and interdependent manner.
FABRIQUE, NETHERLANDS
The Traditional Approach
WATERFALL APPROACH
Planners write a brief
Creative concept
Present ideas to account and
client
AGILE APPROACH: CONCEPT > TEST > ITERATE
Agency Implications
•Trial new ways of working•Ideas that incorporate the audience•Idea & design sprints
IMPLICATIONS
Culture & EntertainmentDIGITAL LAB LIVE’S 2013 SXSW COVERAGE
RAISING A NEW GENERATION OF DIGITAL NATIVES
CONVERGENCE OF ENTERTAINMENT + TECHNOLOGY
CULTURE + ENTERTAINMENT TRENDS @ SXSW
Digital Natives
We’ve always thought we were digital natives.
But we’re not.
THE MYTH & REALITY
Then.
Now.
THE ANXIETY
How do parents raise digitally-savvy children without relying on the convenience of technology as a babysitter?
THE SILVER LINING
Technology enables parents of children with special needs to have access to affordable apps that help accelerate developmental progress.
THE SILVER LINING.TEENS IN THE DIGITAL AGE
Disconnect between perception and reality of teen cyber-bullying.
MISCONCEPTIONS OF TEENS ONLINE
PRIVACY ≠ NO ONLINE PRESENCETEEN DRAMA ≠ BULLYINGPARENTS ≠ RESOURCE FOR
BULLYING
Be less tone deaf. Use our power as storytellers to tell
more intelligent stories to teens.
Provide solutions for teens to reach out to one another for
help.
IMPLICATIONS FOR MARKETERS
Hollywood + Tech
BIG SHOTS & GEEKS
CONVERGENCE OF HOLLYWOOD + TECH
Now, technology is often a companion, second screen experience for entertainment that enhances the traditional passive experience, and creates new
channels for discovery.
• A closer integration of Hollywood and Tech is opening up opportunities for brands to create rich, engaging second screen experiences for consumers.
• The growth of You Tube networks means brands must look outside of traditional channels such as TV to connect with their audiences.
IMPLICATIONS FOR MARKETERS
Content & DistributionDIGITAL LAB LIVE’S 2013 SXSW COVERAGE
Shifts in Hollywood
“I think television has a limited shelf
life. I also think the internet has a limited shelf life”
Harvey Levin, TMZ
"The goal, is to become HBO faster than HBO can become us."
Reed Hastings, Netflix CEO
By building from assets up, TMZ grew beyond a website, and now has a TV show, radio show, and bus tour.
Hawaii Five-0 ran two different finales, on each coast based on social feedback
Demystifying “Viral” Videos
85% of these views were paid for
TV spots don’t drive earned views efficiently
Videos like this drive steady earned views
Social Content
“You could have a huge marketing budget, but if nobody wants to share your content and ideas then it’s not working.”-Jonah Peretti, Buzzfeed CEO
Understand the platforms
Social content doesn’t have to have high production value
1.) Have a heart, be emotional 2.) Connect with identity 3.) Be nimble & responsive4.) Humor is always worth sharing5.) Nostalgia - Remember when? 6.) Don’t post things people are embarrassed to share
Content and distribution planning should be built from assets up, not channels down
Social media is a huge focus group
Designing content for social sharing can’t be an afterthought
IMPLICATIONS
The FutureDIGITAL LAB LIVE’S 2013 SXSW COVERAGE
The future is already here; it's just not very evenly distributed.”
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- WILLIAM GIBSON, 1993
THE BEST PART ABOUT A SMARTPHONE IS NOT THAT IT’S EASY TO USE.
MANUAL INPUT IS SLOW AND TEDIOUS
BUT WE NEED IT TO GET WHAT WE WANT.
SOME PASSIVE TECHNOLOGY IS ALREADY HERE.
AND THE CRAZY STUFF IS JUST A FEW MONTHS AWAY.
IT WILL CHANGE THE WAY WE ACT
THE WAY WE COMMUNICATE
AND THE WAY WE REMEMBER.
Google Glass acknowledges what our brains are good at, and helps us out with the rest.
This changes the way that we think.
THIS, TOO.
WE CAN UNDERSTAND MORE ABOUT OURSELVES AND OUR PATTERNS.
WHEN YOU CHECK IN AT 2 AM...
AND GET FOUR HOURS OF SLEEP...YOUR WEIGHT GOES UP TWO POUNDS ONE WEEK LATER.
Needless to say:
Our online and offline lives co-exist and overlap. Soon, they’ll be indistinguishable.
(for real, this time)
Learning to invade someone's space with more marketing does not make you a better company.”
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- OLIVIER BLANCHARD
2009: Interruptive advertising is annoying
2010: Interruptive advertising is avoidable
2012: Interrupting is starting to actually backfire
2014: Interruptive advertising is moot
- OLIVIER BLANCHARD
FORGET WORRYING ABOUT THIER ATTENTION SPAN: IT WON’T EXIST.
THEY WON’T EVEN BE HERE.
THEY’LL BE OUT IN THE WORLD, ACTIVELY DECIDING WHAT’S RELEVANT. AND IGNORING THE REST.
As our audiences become harder to reach,
we have to create experiences they actually want to have.
... LIKE TACOS.
APPS
Interesting Apps but nothing to write home about
Hater
MessageMe
Takes
Thread
Hindge
SxMiscellaneous
Vine Booth Memoto Olapic
See you next year!