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SXSW HOTSHEET: 360i's Guide to the Best of Interactive 2013

SXSW HOTSHEET: 360i's Guide to the Best of Interactive 2013

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Published by 360i
In this report, digital agency 360i recaps the people, startups and brands that stole the show in Austin – and outlines the key themes that will have the biggest impact on marketing. For more SXSW coverage visit http://blog.360i.com/.
In this report, digital agency 360i recaps the people, startups and brands that stole the show in Austin – and outlines the key themes that will have the biggest impact on marketing. For more SXSW coverage visit http://blog.360i.com/.

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Categories:Types, Business/Law
Published by: 360i on Mar 21, 2013
Copyright:Attribution Non-commercial

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01/07/2015

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original

 
 
©
 
360i
 
LLC.
 
All
 
Rights
 
Reserved.
 
1
 
When SXSW Interactive first began, the festival embraced a growing digital counter culture comprised oftechnologists, creatives and entrepreneurs – future-focused folks who were early adopters in the socialspace and evangelists of a new world. Yet over the past few years, SXSWi has moved from the fringe to themainstream. Digital culture IS culture. And we’re all a part of it.This year, tactical, how-to workshops were replaced by inspirational and thought-provoking sessions thatchallenged how we view our world. Curiosity trumped mastery, stories trumped data and humans trumpedtechnology. In this report, we’ll recap the people, startups and brands that stole the show in Austin – andoutline the key themes that will have the biggest impact on marketing.
PERSONALITIES
Big,
 
bold
 
personalities
 
stole
 
the
 
show
 
at
 
SXSW
 
2013.
 
As
 
content
 
shifted
 
from
 
tactical
 
to
 
inspirational,
 
the
 
most
buzzed
 
about
 
speakers
 
came
 
from
 
new
 
and
 
sometimes
 
surprising
 
industries
 
and
 
backgrounds.
 
From
 
pro
 
athletes
 
to
 
politicians,
 
SXSW
 
brought
 
us
 
dynamic
 
presenters
 
that
 
spoke
 
intimately
 
about
 
the
 
impact
 
of
 
digital
 
on
 
their 
 
own
 
lives.
 
The
 
result:
 
refreshing,
 
entertaining
 
content
 
that
 
moved
 
and
 
inspired.
 
,
 
Founder 
 
of
 
SpaceX
 
&
 
Tesla
 
Motors
 
“I
 
would
 
like
 
to
 
die
 
on
 
Mars.
 
Just
 
not
 
on
 
impact.”
 
,
 
Creator 
 
of
 
The
 
Oatmeal
 
“I'm
 
not
 
a
 
cartoonist.
 
I'm
 
a
 
stand
up
 
comedian
 
whose
 
stage
 
is
 
the
 
Web.”
 
,
Designer 
 
&
 
Blogger,
 
a.k.a
 
Swissmiss
 
“There’s
 
a
 
line
 
between
 
those
 
who
 
create
 
things
 
and
 
those
 
who
 
destroy
 
them.
 
You
 
have
 
to
 
figure
 
out
 
which
 
side
 
you’re
 
on.”
 
,
 
Former 
 
NBA
 
All
Star 
 
&
 
Founder 
 
of
 
Shaq
 
Inc
 
“I'm
 
the
 
world’s
 
tallest
 
geek.”
 
,
 
MSNBC
 
Host
 
“The
 
media
 
is
 
meritocracy
 
because
 
content
 
is
 
trafficable.
 
Writing
 
well,
 
researching
 
well
 
 
you’ll
 
get
 
pickup.”
 
,
 
Mayor 
 
of
 
Newark
 
“We
 
have
 
better 
 
tools
 
than
 
[our 
 
parents]
 
had.
 
We
 
can
 
create
 
value
 
in
 
places
 
that
 
our 
 
parents
 
couldn’t
 
even
 
imagine.”
 
,
 
Founder 
 
&
 
CEO
 
of
 
MakeLoveNotPorn
 
“Gen
 
Y
 
is
 
ambitious
 
and
 
entrepreneurial
 
and
 
wants
 
to
 
be
 
a
 
part
 
of
 
the
 
new
 
world.”
 
,
 
Eternally
 
Despondent
 
Feline
 
&
 
Internet
 
Celebrity
 
 
 
©
 
360i
 
LLC.
 
All
 
Rights
 
Reserved.
 
2
 
STARTUPS
This
 
year’s
 
standout
 
startups
 
comprised
 
an
 
interesting
 
mix
 
of
 
software
 
and
 
hardware.
 
Social
 
apps,
 
once
 
the
 
sole
 
starlets
 
of
 
SXSWi,
 
shared
 
the
 
spotlight
 
with
 
technologies
 
that
 
one
 
might
 
otherwise
 
see
 
at
 
CES.
 
Here
 
are
 
some
 
emerging
 
companies
 
that
 
stood
 
out:
 
Company
 
What
 
it
 
Is
 
 
Vine
 
is
 
a
 
Twitter 
owned
 
mobile
 
service
 
that
 
allows
 
users
 
to
 
create
 
short
form
 
video
 
in
 
a
 
format
 
that’s
 
easy
 
to
 
share
 
and
 
view.
 
SXSW
 
goers
 
used
 
Vine
 
to
 
share
 
animated
 
snap
shots
 
of
 
their 
 
adventures
 
in
 
Austin.
 
 
Leap
 
Motion
 
is
 
an
 
advanced
 
motion
sensing
 
technology
 
that
 
is
 
on
 
a
 
mission
 
to
 
change
 
how
 
people
 
create
 
content,
 
play
 
games
 
and
 
consume
 
media.
 
As
 
Co
Founder 
 
David
 
Holz
 
puts
 
it,
 
“The
 
ability
 
to
 
control
 
our 
 
digital
 
environments
 
the
 
same
 
way
 
we
 
control
 
our 
 
real
 
environments
 
is
 
upon
 
us.”
 
At
 
SXSW,
 
Leap
 
Motion
 
invited
 
attendees
 
to
 
test
 
out
 
the
 
matchbox
sized
 
device
 
at
 
a
 
dedicated
 
demo
 
station.
 
Mass
 
Relevance
 
Mass
 
Relevance
 
is
 
helping
 
brands
 
seamlessly
 
weave
 
their 
 
digital
 
efforts
 
to
 
the
 
real
 
world
 
through
 
real
time
 
interactive
 
displays.
 
The
 
company
 
was
 
back
 
at
 
it
 
a
 
year 
 
after 
 
releasing
 
their 
 
 
to
 
debut
 
its
 
new
 
.
 
Wayin
 
(which
 
powered
 
)
 
and
 
 
were
 
also
 
on
 
the
 
ground
 
at
 
SXSW
 
to
 
tackle
 
enterprise
 
social
 
curation
 
and
 
engagement.
 
 
While
 
Google
 
is
 
far 
 
from
 
a
 
startup,
 
its
 
new
 
Glass
 
product
 
captured
 
a
 
ton
 
of
 
buzz
 
at
 
SXSW.
 
Wearables
 
(think
 
fitness
 
tracker 
 
apps
 
like
 
the
 
Nike
 
FuelBand
 
to
 
augmented
 
reality
 
devices
 
like
 
Glass)
 
were
 
a
 
major 
 
trend,
 
in
 
large
 
part
 
due
 
to
 
Google
 
making
 
a
 
spectacle
 
of
 
its
 
somewhat
 
sci
fi
 
spectacles
 
in
 
Austin.
 
 
SideCar 
 
is
 
a
 
ridesharing
 
app
 
that
 
promotes
 
sustainability
 
through
 
community.
 
The
 
startup
 
educated
 
attendees
 
about
 
its
 
service
 
by
 
giving
 
away
 
free
 
rides
 
throughout
 
the
 
conference,
 
including
 
clutch
 
transportation
 
to
 
Spotify,
 
Tumblr 
 
and
 
LinkedIn
 
events.
 
 
Cubify
 
is
 
a
 
startup
 
on
 
a
 
mission
 
to
 
help
 
people
 
“express”
 
themselves
 
with
 
3D
 
printing.
 
We
 
spotted
 
this
 
crew
 
at
 
the
 
Crowdtap
 
party
 
printing
 
party
 
favors
 
like
 
costume
 
mustaches
 
and
 
sunglasses
 
on
 
the
 
fly.
 
 
Launched
 
on
 
Day
 
1
 
of
 
SXSWi,
 
Hater 
 
allows
 
(and
 
encourages)
 
users
 
to
 
express
 
their 
 
negativity
 
within
 
social
 
media.
 
People
 
can
 
“hate”
 
specific
 
things,
 
like
 
products
 
or 
 
public
 
figures,
 
and
 
connect
 
with
 
others
 
over 
 
shared
 
hate
 
lists.
 
 
Tinder 
 
describes
 
itself
 
as
 
a
 
“fun
 
way
 
to
 
break
 
the
 
ice.”
 
The
 
platform
 
allows
 
you
 
to
 
anonymously
 
browse
 
photos
 
of
 
singles
 
nearby
 
and
 
submit
 
a
 
“Like”
 
if
 
you’re
 
interested.
 
“No
 
one
 
[was]
 
using
 
it
 
in
 
Austin,
 
but
 
everyone
 
[was]
 
talking
 
about
 
the
 
Hot
or 
Not
 
dating
 
app,”
 
.
 
 
Posse
 
is
 
a
 
local
 
discovery
 
platform
 
that
 
“helps
 
you
 
find
 
all
 
the
 
best
 
places
 
in
 
the
 
world.”
 
Users
 
can
 
submit
 
simple
 
queries
 
(i.e.
 
“Best
 
dive
 
bars
 
in
 
Austin”)
 
and
 
receive
 
verified
 
recommendations
 
from
 
friends
 
and
 
local
 
experts.
 
Posse
 
demonstrated
 
how
 
this
 
works
 
by
 
releasing
 
their 
 
 
that
 
featured
 
curated
 
lists
 
from
 
influencers
 
like
 
.
 
 
 
©
 
360i
 
LLC.
 
All
 
Rights
 
Reserved.
 
3
 
BRANDS
SXSW
 
used
 
to
 
be
 
known
 
for 
 
startups
 
only.
 
Not
 
anymore.
 
Over 
 
the
 
past
 
few
 
years,
 
brands
 
have
 
increasingly
 
turned
 
up
 
at
 
SXSWi
 
to
 
connect
 
with
 
influencers
 
and
 
reinforce
 
their 
 
companies
 
as
 
leaders
 
in
 
digital
 
(view
 
our 
 
collaborative
 
to
 
see
 
examples).
 
In
 
2o12,
 
we
 
saw
 
the
 
launch
 
of
 
the
 
Nike
 
FuelBand
 
and
 
a
 
flashy
 
American
 
Express
 
promotion
 
that
 
culminated
 
with
 
a
 
VIP
 
(read:
 
cardholder)
 
only
 
Jay
Z
 
concert.
 
This
 
year,
 
brands
 
were
 
once
 
again
 
out
 
in
 
force.
 
Here
 
are
 
three
 
trends
 
we
 
tracked
 
in
 
Austin:
 
Media companies came to play
Media
 
and
 
entertainment
 
properties
 
brought
 
a
 
bevy
 
of
 
unique
 
installations
 
and
 
experiences
 
to
 
Austin.
 
Some
 
of
 
our 
 
favorites
 
included
 
efforts
 
from
 
HBO,
 
USA
 
Network
 
(client)
 
and
 
Mashable.
 
Other 
 
M&E
 
companies
 
with
 
representation
 
in
 
Austin
 
included
 
the
 
New
 
York
 
Times,
 
PBS,
 
BBC
 
America,
 
A&E,
 
Fast
 
Company
 
and
 
Turner 
 
Media.
 
o
 
:
 
o
 
USA
 
Network
:
 
Our 
 
client
 
USA
 
Network
 
traveled
 
to
 
Texas
 
to
 
promote
 
its
 
newest
 
show,
 
“Graceland,”
 
with
 
an
 
innovative
 
video
 
paint
 
series
 
that
 
colored
 
the
 
streets
 
of
 
downtown
 
Austin
 
and
 
that
 
lead
 
into
 
an
 
interactive
 
screening
 
and
 
premiere.
 
The
 
video
 
paint
 
program,
 
the
 
first
 
of
 
its
 
kind
 
for 
 
a
 
TV
 
series
 
launch,
 
rolled
 
out
 
scenes
 
and
 
key
 
lines
 
from
 
Graceland
 
to
 
excite
 
the
 
crowds
 
of
 
SXSW
 
for 
 
the
 
series
 
premiere
 
in
 
June.
 
The
 
campaign
 
led
 
into
 
the
 
VIP
 
invite
only
 
screening
 
with
 
the
 
cast
 
and
 
then
 
a
 
not
to
miss
 
party
 
with
 
show
 
mash
ups,
 
DJs,
 
an
 
Instagram
 
interactive
 
wall
 
and
 
the
 
who's
 
who
 
of
 
SXSW.
 
o
 
Mashable:
 
What
 
got
 
even
 
more
 
buzz
 
than
 
the
 
show
 
“House
 
of
 
Cards?”
 
Mashable
 
did,
 
with
 
its
 
house
 
of
 
memes.
 
The
 
Mashable
 
House
 
hosted
 
SXSW
 
star 
 
Grumpy
 
Cat
 
along
 
with
 
meme
loving
 
humans
 
like
 
the
 
guy
 
best
 
known
 
on
 
Reddit
 
as
 
“Scumbag
 
Steve”
 
and
 
Nyan
 
Cat
 
creator 
 
Chris
 
Torres.
 
Repeat brands return
Several
 
brands
 
are
 
emerging
 
as
 
SXSW
 
staples,
 
shunning
 
the
 
one
and
done
 
model
 
to
 
reinvent
 
themselves
 
among
 
a
 
new
 
crowd
 
of
 
influential
 
digital
 
natives.
 
Some
 
included:
 
o
 
Chevrolet
:
 
Chevy
 
was
 
back
 
at
 
it
 
again
 
this
 
year,
 
offering
 
free
 
rides
 
in
 
a
 
Cruze
 
Eco
 
or 
 
Malibu
 
LTZ,
 
inviting
 
attendees
 
to
 
power 
 
up
 
in
 
its
 
New
 
Roads
 
Lounge
 
and
 
promoting
 
test
 
drives
 
in
 
its
 
newest
 
models.
 
Chevy
 
even
 
launched
 
a
 
digital
 
hub,
 
powered
 
by
 
Way
 
In,
 
to
 
aggregate
 
and
 
highlight
 
conversations
 
around
 
#ChevySXSW.
 
o
 
GE
:
 
After 
 
partnering
 
with
 
Quirky
 
last
 
year 
 
to
 
reinvent
 
the
 
milk
 
carton,
 
this
 
year 
 
GE
 
was
 
 
by
 
etching
 
visitors’
 
pictures
 
in
 
the
 
foam.
 
o
 
Samsung
:
 
Samsung,
 
another 
 
SXSW
 
staple,
 
brought
 
its
 
popular 
 
blogger 
 
lounge
 
back
 
this
 
year 
 
and
 
launched
 
a
 
series
 
of
 
new
 
activations
 
in
 
anticipation
 
for 
 
its
 
Galaxy
 
S4
 
launch
 
on
 
March
 
14.
 
Utility and creativity pack a powerful punch
To
 
cut
 
through
 
the
 
clutter,
 
brands
 
delivered
 
useful
 
perks
 
in
 
creative
 
ways.
 
Examples
 
included:
 
o
 
Moo
 
 
The
 
print
 
business
 
card
 
remains
 
de
 
rigueur 
 
at
 
SXSW
 
(Hashable,
 
a
 
startup
 
that
 
promoted
 
digital
 
introductions
 
at
 
SXSW
 
2011,
 
has
 
since
 
bitten
 
the
 
dust).
 
 
offered
 
free
 
business
 
cards
 
to
 
attendees
 
who
 
could
 
pick
 
them
 
up
 
at
 
the
 
festival.
 
o
 
Oreo
 
 
To
 
help
 
Millennials
 
visualize
 
the
 
mobility
 
of
 
Oreo’s
 
new
 
“Grab
 
&
 
Go”
 
packs
 
in
 
the
 
most
 
dynamic
 
way
 
possible,
 
360i
 
and
 
client
 
Oreo
 
launched
 
a
 
fun
 
and
 
unique
 
“Grab,
 
Guess
 
&
 
Go”
 
interactive
 
display
 
in
 
the
 
Austin
 
Convention
 
Center.
 
Using
 
an
 
interactive
 
green
 
screen,
 
the
 
brand
 
digitally
 
transported
 
Oreo
 
snackers
 
 
with
 
their 
 
“Grab
 
&
 
Go”
 
packs
 
in
 
hand
 
 
around
 
famous
 
landmarks
 
and
 
hot
 
spots
 
in
 
Austin.
 
Those
 
that
 
were
 
able
 
to
 
guess
 
the
 
notable
 
venue
 
within
 
one
 
minute
 
received
 
the
 
chance
 
to
 
win
 
gift
 
vouchers
 
to
 
local
 
businesses.
 
o
 
 
.
a
a
time
 
to
 
experience
 
the
 
Beats
 
by
 
Dre
 
Pill
 
speaker,
 
a
 
competitor 
 
to
 
Jambox.
 

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