Archive for the ‘SXSW’ tag
We are so honored to share that for the second year running*, the activation we produced with Gatorade was featured as one of the best at SXSW. This year, in Adweek’s Ultimate Roundup. The activation, which we produced featuring Gatorade’s tech partners Kitman, STRIVR, and Sparta Science showcased a future Combine imagined by Gatorade and validated by Sports Illustrated. See what Adweek had to say about the Gatorade Combine:
“Gatorade’s Combine showed off the ‘future of athlete evaluation’ by partnering with three leading sports tech companies currently being used by collegiate and professional sports teams to evaluate player potential, increase efficiency and identify and minimize athletes’ exposure to injury.
Gatorade brought interactive exhibits from three sports tech brands to its downtown Austin corner. Kitman Labs uses a Microsoft Kinect to ‘analyze movement function and biomechanics for potential injury risk.’ STRIVR showed off what is essentially a very detailed virtual reality game used for situational training in football. The simulation puts you in the shoes of a quarterback and asks you to decide how to run a certain play based on what the defense is doing.”
* CNBC named us one of the best in 2016!
We are so thrilled to be celebrating a hugely successful launch of the Gatorade Fuel Lab with our awesome client, Gatorade, this past week at SXSW, unveiling an interactive showcase of Gatorade’s latest innovation. Gatorade’s brand promise is to serve today’s evolved athlete by combining new data about performance, nutrition and biomechanics – and Fuel Lab certainly brought that to life. Now that we have packed up SX, we are hitting the road to bring the Lab to locations across the US, starting with The Big Apple on March 30th!
And to top it off, yesterday, CNBC posted a story that the Fuel Lab was one of the best brand experiences at SX! And there were a LOT of great experiences to choose from so we are all very honored. Here is what they had to say:
Gatorade transported SXSW attendees inside its Gatorade Fuel Lab, a real facility in Barrington, Illinois, where athletes and Gatorade scientists work together to create the ideal sports drink formula. People were invited to custom make their own Gatorade using “sports fuel” pods that just need to be added to water.
“Gatorade is an innovation company and we wanted to make a huge statement,” Xavi Cortadellas, senior director of innovation and design at Gatorade. “The whole idea is delivering sports fuel personalization.”
Gatorade hopes that eventually consumers can go online and find which “sports fuel” fits them best. Then choose the formula based on the type of activity they do and the weather they are experiencing. The pods are also easier to ship than bottles of Gatorade, which fits today’s digital consumer-led lifestyle.
“Consumers want personalization and technology in everything they are doing,” said Cortadellas.
Numerous MKTG capabilities were utilized – we handled concept, design, development, digital platform registration, data capture, activation execution and launch. And we had a BLAST and love our client!
The Fuel Lab activation now goes on tour to visit high school elite athletes at the following stops:
March 30 – March 31: New York (Grand Hyatt)
May 27 – May 30: Philadelphia
June 16 – June 19: Chicago (Navy Pier)
July 19 – July 27: Las Vegas
August 5 – August 7: Los Angeles
Learn more at www.gatorade.com/fuellab
Some other awesome coverage. #TeamMKTG
Our sister agency within the Dentsu Aegis Network, digital marketing powerhouse 360i, sent a few of their own down to SXSW Interactive for a look around. Check out their favorite experience below:
For SXSW Interactive 2016, we sent a few 360i’ers to Austin, Texas to be our eyes and ears on-the-ground at the festival. While attending sessions, brand activations and parties, they found inspiration in some unlikely places. We asked them to share their some of their most memorable experiences to-date, and now we’re sharing these with you:
Shalini Agrawal, Media Supervisor at 360i:
“The IBM Cognitive Studio allowed us to experience first-hand how Watson, and other computing technologies, can learn from a variety of inputs that we give. By creating a few select questions for each entrant to answer, IBM was able to create a custom experience tailored to each guest’s preferences. I also enjoyed a simple game of ‘Rock, Paper, Scissors’ with Marvin, one of IBM’s other robots. Each guest was invited to play with Marvin until one of them – the human or the robot – won three times. While people were playing, a screen showed the different patterns of each player and how Marvin was learning and deciding which move to make next. Most of the time, Marvin ended up coming out on top.”
Katya Kotlyar, Strategist at 360i:
“It’s hard to stand out at SXSW when there’s so much going on. But USA Network’s Mr. Robot (client) is winning the visibility game by re-creating part of a key location from the show – Coney Island theme park – designed in the theme of the show. The space is luring Superfans like me with a giant Ferris wheel and cool activities related to the show’s plot. Overall, the trend of creating shareable content opportunities is felt throughout the conference, and our team is taking full advantage of the event marketing for the Instagram age.”
Maria Loida, Senior Social Publicist at 360i:
“Marie Claire magazine hosted Ilana Glazer and Abbi Jacobson, co-creators and writers of the new hot show ‘Broad City’ on Comedy Central, to share their creative process, the latest on Season 3, and generally more behind-the-scenes dirt on our favorite it-funny girls. Besides being extremely cool and collected (to be expected), they dished on upcoming guest appearances (i.e. Hillary Clinton, Amy Poehler, and their own moms in episodes to come), their relationship, funny takes and career challenges. They left the audience with many takeaways, but my favorite was this: ‘We met at Upright Citizens Brigade, which is where we got our start, and we tried so hard to be put in a ‘track,’ but we couldn’t get in. Literally, they wouldn’t cast us. So we just said, ‘F* it, we’re making our own web series anyways.’ And now we have Broad City.’”
Juliette Leavey, Social Strategist at 360i:
“Part of the fun of SXSW is exploring between panels – stumbling on the best taco truck with no line, or running into an entertainment activation that’s giving away cool swag – which is exactly what happened when I wandered into this art installation that was built to showcase the importance of environmentalism and how we can all contribute to keeping this planet a beautiful place to live. The abstract art pieces worked together to tell how valuable technology can be in changing our eco-footprint and undoing any damage we’ve done. And, at the most basic level, abstract pieces like this one are enough to appeal to the ‘Ooh, shiny!’ mentality in all of us.”
Find out what else is catching our ambassadors’ attention on Twitter where they are sharing updates using the hashtag #SX360i.
This year was my first time attending SXSW. While I had heard all of the stories about how huge and overwhelming it was getting, I have to admit that thanks to some stealth planning and relying on some key mobile apps, I came back to NCAA with a ton of knowledge under my belt…as well as a deep knowledge of what makes a great taco!
After hours of panels and networking and lots of talk of mobile marketing, integrated apps, and keeping it “all about the charge,” this year at SXSW proved that 2015 is once again a hot year for mobile marketing and digital integration into campaigns.
My take on mobile…agree or not, you must adapt. Now.
We know that mobile has become a hugely effective way to reach and engage consumers, whose average attention span registers at an all-time low of just seven seconds. A slight aside, but interesting nonetheless, did you know that up to 25% of consumers, especially the younger set, currently only access the Internet via their mobile devices?
OK, back to business.
Brands have turned the corner and are regularly optimizing their content to adapt to mobile viewing, and restructuring messaging to be concise, to-the-point. They know that once they enter the playing field of mobile marketing, they are seamlessly integrating into consumer’s everyday lives. Utilizing localized marketing, and leveraging data to provide content that is personalized and relevant in real time will make for a better mobile experience.
My favorite App of SX: SXSW GO
One of the most useful apps I downloaded and used was the “SXSW Go” app which displaced printed guides and helped conference goers organize their schedules, and navigate the ever-expanding footprint of events. Additional functions of the app included push notifications about big sessions and events, and a networking tool called SXSocial.
Super smart SX activation: MOPHIE
One of the biggest pain points for SXSWers was battery drain, and this came up time and time again. Smart marketer Mophie marketed into this opportunity with the “Mophie Rescue Lodge.” Consumers were encouraged to screenshot their low battery life and tweet it to the brand for the potential to have a Mophie rep, along with a beautiful St. Bernard, come to your location and charge your phone for free. People loved it.
In conclusion: In our business at MKTG INC, we have done really well in understanding how to extend our physical events prior to and beyond the actual event by integrating mobile and social into our activations. Clearly, we are on the right track and it’s only getting easier for us to do this at the great benefit of our clients. I’m excited to be back at the office and sharing my learnings with my co-workers, but I must admit, the tacos in Austin are worlds better than what I can find here in NYC!
The annual SXSW festival presents a unique cross section of emerging technology, digital media and entertainment. Through a diverse set of events, Yahoo’s Brazos Hall was a representation of the many dimensions of SXSW and Yahoo. With 8 days of events that included tech talks, comedy shows and music concerts, Yahoo partnered with MKTG INC to become a daily habit for festival-goers.
To kick off interactive, Yahoo Sports hosted a day full of college basketball games, sports trivia and a beer pong tournament. On Sunday, Yahoo Tech editor David Pogue launched his Tech Mix series and included discussions with influencers such as Biz Stone and Brandon Stanton, among others. Other daytime events included recruiting sessions and panels from the Yahoo Finance and Yahoo Sports teams. At night, Yahoo’s Brazos Hall was transformed for comedy showcases, featuring notable comedians such as Tim Meadows, Jeffrey Tambor, T.J. Miller and Adam Pally.
Over the final 5 days of SXSW, Yahoo’s Brazos Hall played host to many top performers. Headlining Tuesday, March 11 was Hey Marseilles, followed by Big Sean and Pusha T in the G.O.O.D Music Showcase on Wednesday night. Blondie and the Foxboro Hot Tubs (aka Green Day) stole the show Thursday and Friday before 2Chainz and B.O.B. wrapped up an incredible week of performances with their Saturday show.
During the day guests were treated to an intimate environment where they could sit in on live acoustic recordings from up-and-coming and established artists such as Spandau Ballet and Mary Lambert as part of Yahoo Music’s Up Close on Yahoo Screen. Outside of Brazos, Yahoo’s fun purple-branded Barcycle made its way around Austin, giving out purple popsicles and mustaches to SXSW attendees. This activation drew a considerable amount of buzz across social medial platforms, with #yodel as the rallying cry for Yahoo’s week at SXSW.
In what was a success for both Yahoo and MKTG INC, Brazos Hall became a must-see space within SXSW that represented Yahoo’s innovations. We look forward to partnering with Yahoo again to continue the innovation!
Check out photos from our time at SXSW on Flickr.
Written by: Eric Evenson & Jenny Appel
“Will they or won’t they?” “Did they or didn’t they?” These were the tweets and retweets that set Twitter on fire a few weeks ago during this year’s SXSW. The subject of debate: a surprise performance by the uber-elusive Daft Punk. If Prince was planning on stopping by, so could the electronic royal duo from Versailles…couldn’t they?
Hipsters and ravers alike waited with bated breath: would they play on the steps of the Capital or at @davidfordsmith’s house (as long as you have “$5 for the keg and band gas money”)? The rumor heard around the world first started on an Electronic Dance Music Facebook page and was then picked up by some “in-the-know” news outlets. It turns out that some well placed and well timed posters by Columbia records – featuring the now-iconic robot helmets and little else – had popped up during SXSW and got twitterers tweeting. Rabid fans took to social media to feed the harder, faster, stronger frenzy that ensues when anything Daft Punk hits the Internet.
Alas! The Interstella robots never showed. #wegotplayed
This is just one more time a completely unsubstantiated rumor has not only found its legs on Twitter, but was then amplified by legitimate news networks. Elections have been won, tigers set loose upon rioting crowds, and celebrities consistently declared dead all in the parallel universe of the social network. In fact, the mass media impact of a Twitter rumor lead an inter-disciplinary team from the University of Manchester to trace and dissect the narrative arc of a tweet gone viral. The result of an analysis of 2.6 million tweets and retweets is a digital visualization that shows how a tweet gone viral behaves just like that: a virus.
Rumors are shown to flow with influence via organic, circuitous interactions and then eventually ebb through the equal counter-influence of detractors questioning their validity. According to this discovery, if a rumor is ultimately proved false – it isn’t too long before these internal detractors who have successfully cured the misinformation, hence putting an end to the contagion of confusion.
In the case of the Daft Punk SXSW rumor, this viral behavior remained only partly true. Twittersphere was certainly ablaze with equal parts digital love, #FOMO, and plenty of mocking skepticism about the hype. It seems, however, that a Daft Punk rumor could be another type of Internet microbe all together as there continues to be an incomplete rectification of the false report. Outside of the continued Twitter debate – the same outlets that propagated the hype in first place haven’t even commented on the fact that nothing happened.
Hence, the confusion is kept alive. Fittingly – upon my return from SXSW that following Monday – I was actually informed by my colleague that a die-hard devotee such myself had nonetheless missed the show of a lifetime (a friend of a friend had found themselves face-to-face with Guy-Manuel de Homem-Christo and Thomas Bangalter #fact.) Enraged and full of self-doubt, I frantically scoured the Internet again in search of evidence…technologic proof if you will! Instead, the eerie media silence only propels my suspicion that some covert robot rocking did take place.
Perhaps in the basement of the Alamo? #notentirelyconvinceditdidnt
Our Social Media Guru of the Galaxy, Francesca, just got back from the SXSW music festival in Austin, so what better way to celebrate her return than with this? A list of social media pet peeves from the bands themselves. Maybe Fran’s team can help them out?