Digital Lab SXSW Recap -- Trends in Social, Creative Technology, Production, and Brand Activation
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The document discusses BuzzFeed's data-driven content creation process and how they use data insights to inform new content. It also covers emerging technologies like wearables, robotics, VR/AR, and live streaming. Finally, it provides best practices for brand activations, emphasizing experiences that provide value, resonate locally, and encourage social sharing.
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Digital Lab SXSW Recap -- Trends in Social, Creative Technology, Production, and Brand Activation
- 1. @
- 3. SOCIAL
- 7. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION BuzzFeed isn’t a website. It’s a process– people making content, publishing it all over the internet, getting data back about what works, and then doing it over again. – Dao Nguyen, BuzzFeed Growth Czar
- 9. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION NETFLIX USERS WATCH LOTS OF... DAVID FINCHER KEVIN SPACEY HOUSE OF CARDS BRITISH SERIES ...SO WE SHOULD MAKE
- 12. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION IMPACT > SHARES *but shares also important
- 16. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION WHO IS MY AUDIENCE → WHAT ARE THEY SHARING → WHERE ARE THEY DOING THAT → HOW CAN I GET MY IDEA IN THERE
- 19. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION Wearables What data is gathered? Who owns that data? Who gets access to that data? How private is this data? What policies will exist?
- 35. PRODUCTION
- 36. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION STORYTELLING & VR WE’RE ON AN EQUAL PLAYING FIELD
- 37. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION STORYTELLING & VR NEW CHALLENGES EDITING LIGHTING DIRECTING- MORE THEATER THAN FILM WHERE DO YOU FOCUS? HEAD MOVEMENT DIALOGUE HIDE FILM CREW- FILM VS. VFX SOUND DESIGN MUSIC CAN’T LOOK AWAY- OCULUS CAN LOOK AWAY- CARDBOARD ...CLIENTS?
- 42. SOCIAL CREATIVE TECHNOLOGY BRAND ACTIVATION INFLUENCERS: THE NEW CELEBRITY PRODUCTION
- 43. https://www.youtube.com/user/graciehinabox SOCIAL CREATIVE TECHNOLOGY BRAND ACTIVATION INFLUENCERS: THE NEW CELEBRITY PRODUCTION https://www.youtube.com/user/graciehinabox
- 44. SOCIAL CREATIVE TECHNOLOGY BRAND ACTIVATION INFLUENCERS: THE NEW CELEBRITY PRODUCTION
- 45. BRAND ACTIVATION
- 46. BEST ACTIVATIONS: 1. Provide an immediate value for attendees
- 48. BEST ACTIVATIONS: 1. Provide an immediate value for attendees 2. Play on a local flavour that resonates with attendees
- 53. BEST ACTIVATIONS: 1. Provide an immediate value for attendees 2. Play on a local flavour that resonates with attendees 3. Is an immersive experience that naturally encourages social sharing.
- 61. SOCIAL CREATIVE TECHNOLOGY PRODUCTION BRAND ACTIVATION BRAND ACTIVATION 3M LifeLab - DJ FROM THE HEART
Notes de l'éditeur
- Let’s talk about BuzzFeed. Their video division is now driving 1 billion views per month. In January alone, they generated over 18 billion impressions across all types of content. If we want our work to have a larger impact, we’d do well by paying attention to what BuzzFeed is doing.
- You think of BuzzFeed as a website or a publisher. They think of themselves as a data company.
- This is BuzzFeed’s new operating model. (One of the key slides from Jonah Peretti’s speech.) Note: data, data, data. Data drives everything Buzzfeed does.
- In their own words. (And, by the way, I’d encourage us all to look at BuzzFeed for inspiration - as they’re making things they know will work.)
- Data allowed BuzzFeed to shoot the now-famous Obama selfie stick video (“Things Everybody Does But Doesn’t Talk About”) in 9 minutes. (They had the experience to know what content - and even what shots - would connect with the audience ahead of time.)
- Similar to what Netflix was able to do in developing House of Cards. (The extensive data they had on their customers indicated that it would probably be a success.)
- But insight doesn’t scale at the same rate as data. And that’s what we care about. We need to know what to do with the data.
- Data is also what drove BuzzFeed to change their business model. BuzzFeed is now optimizing to the share rather than to the pageview. (The Obama video, for example, was published solely on Facebook’s native video stream.) Why? BuzzFeed says that in January, it received 420 million views via referrals from Twitter, Pinterest and Facebook. Pretty good! But it generated 18 billion impressions on those platforms — and it wants to start making the most of that giant opportunity. (Cough, native, cough.) (So think about that when you’re developing KPIs)
- But they actually care more about impact (the impact that their content has on culture) than they do about shares. Which we can measure! (With enough money.) (And think about that even more when developing KPIs)
- So the MSNBC logo here is actually pretty important.
- And on that note, I’ll leave you with this. I saw our client Linda Boff speak at a panel where she brought up Moonboots, which GE developed in partnership with Jack Threads. How would you describe this as a creative idea? A product? No… (They made just 100 pairs.)
- It’s content. Or maybe UGC, if the user is the press. And these are some serious publications. And this is content that was widely shared. So think about that when selling your next idea.
- So maybe next time think… (slide text) …and work backwards from there when thinking about how to distribute it. Accurate answers to each of these questions can be found in the data.
- From a technology standpoint, SXSW had a lot to offer this year. As an agency pushing digital harder and harder, it’s good for us to take a look at what new technologies are surfacing and how people are using existing technologies in new ways. Here we’ll go over a few examples we thought were great this year at SXSW.
- iBeacons are small devices that emit bluetooth signals to your phone, allowing anyone to measure proximity, pushing notifications and other content when you are in certain areas. Beacons are not a new technology but they have just recently become cheaper and therefore more accessible to brands. The biggest story with beacons at SXSW is with SXSW itself. They implemented 1000 iBeacons across downtown Austin, one of the biggest showcases of beacons to date. Syncing with the app, the beacons send push notifications when you’re near a panel it thinks you’ll be interested in, when you’re near a good taco spot that wants to give you discounts, or when you’re in a keynote and there is a discussion going on within the app. The best insight we took out of these beacons is that the “near me” functionality is slowly disappearing, because beacons allow for a more accurate mapping experience.
- Wearables continues to be a trend at SXSW, but this year, there was a lot of talk about data within wearables, and function over flashiness. Many panels we sat in talked about the current issues in datamining wearables. With the invention of smart fabric (wearables you don’t know are wearables), many people won’t even know data is being collected. To that note, exactly what data is collected? Who owns it? What sorts of privacy issues do we need to conquer and when will policies be put into play for wearables.
- One really cool example of wearables at SXSW was tinitell, a GPS smartwatch for kids. The watch features a week long battery life with 60 minutes of talk a month, allowing parents to not only keep track of their kids, but also to communicate with them without giving them the responsibilities that come with having a cellphone.
- A designer by the name of Pauline Von Dongen created a line of solar clothing, infusing solar panels into fabric. On a sunny day, one can charge their phone in about an hour with these wearables.
- A company called Frog Design unveiled the future of drone technology with their wearable drone concepts. While wearable drones may sound like an oxymoron, they work as devices you wear and when activated, they fly around you doing various tasks. This first one, Flare, is a GPS and mapping drone that flies in front of you as you walk, guiding you to where you want to go.
- Another wearable drone, Breathe, floats in front of your face, reading the air quality and cleaning the air you breathe.
- Since the umbrella hasn’t been updated in over a hundred years, they want to create the Parasol, a wearable drone that protects you from the weather.
- Robotics and robots were all the buzz at SXSW this year. Coming in as cutest exhibit was the Robot Petting Zoo. It was a room with both ground and arial robots that you can touch, operate, and even learn how to code. This was an area loved by both kids and adults throughout SXSW.
- A Japanese startup, Exii, unveiled a 3 printable robotic arm that can be printed for as little as $300. The startup developed this technology with under $10,000 in research and prototyping. This is paving the way for cheaper and easily accessible prosthetics.
- One of the scariest things at SXSW is the BINA48, an artificial intelligent robot designed to be a “mind clone” of a living human being. Loaded into it are the memories, demeanor, and personality of its living counterpart and has the ability to have a conversation in the same way a living person would. The idea is to one day allow consumers to upload their consciousness to the cloud and live beyond their death.
- This sort of idea is why the robot protests made so much sense to people. People were walking Austin carrying homemade signs about stopping robots and how human intelligence should always be above robot intelligence out of fear of the robot apocolypse (think iRobot or the Matrix). It was actually a marketting stunt for a dating app, but the protest seemed so real that people actually started joining in with the “AI Go Away” chants.
- With BBDO building out our VR capabilities, it’s important to look at what’s going on in such in the world of such a young media. Beyond Sports and Google Cardboard launched a VR experience that simulates past famous soccer matches in VR, allowing you to experience the past from many perspectives.
- Mattel is also teaming up with Cardboard to re-release the View-Master, which is actually pretty much a stereoscopic version of the old View-Master, allowing you to look around within experiences such as the paleolithic dinosaur era. This shows the current limitations of VR in that there is not a lot of interactivity available. Users are presented mostly with a static experience that they have no control over.
- Some companies, however, are working to solve the lack of interactivity issue. At SXSW Gaming, we saw a lot of attempts to make VR more controllable from the user’s end. The NOD Ring is a good example, it is a ring that acts as a button, so when people are playing shooters, they can use their finger as the gun.
- Another experience partnered Oculus, Leap Motion, and a proprietary foot board that allows users to lean forward and backwards to control movement and use their hands in front of their face to interact within a game experience.
- Eyetracking is nothing new, but the thought of building it into VR means people with have even more control than just head movement.
- Lastly, we’ll leave it with this GoPro VR camera. It may look weird, but with the financial problems of filming in VR (it’s expensive), inventions like this will make the media much more accessible to the masses.
- Here are 3 examples of tech and innovation that I’m proud to say we’re already actively exploring at the agency. Each topic garnered a lot of buzz at SXSW this year and each are foreseeable game-changers in regards to how we consume content.
- VR was the most talked about piece of tech at SXSW for the second year in a row. We’re literally witnessing the birth of a new medium that will continue to drastically change and get better each year. With short form content and flashy demos making up the majority of first-wave VR content, brands have a unique opportunity to lead the way. The VR experience is so impressive and immersive that “ads” on the platform will initially be universally embraced but we will constantly be challenged to keep up with the content makers of film and games. New partnerships with these makers will form.
- And with a new storytelling medium comes new challenges. To seamlessly leap into other worlds we will have to develop new storytelling techniques while defining and mastering new production workflows. With so much unknown about the VR making process- how will our clients react to this new way of working? We have to guide them.
- After every great VR demo everyone’s first reaction tends to be “I would love for X person to see this!”. There is a high sharability factor. VR is becoming increasingly accessible with products like Google Cardboard and Samsung Gear VR and with Facebook acquiring Oculus Rift last year, soon we’ll be able to experience our social networks in a VR environment.
- Turning the seemingly mundane into a spectator’s sport, live streaming is having its moment in the spotlight right now with the introduction of simple to use mobile-based apps. Now anyone can seamlessly stream anything using their mobile devices. From receiving unfiltered breaking news to watching a virtual tour of an apartment to simply tagging along with a stranger’s commute, live streaming is bringing the world’s biggest and smallest moments to the palm of your hand.
- Launching 2 weeks before SXSW and with 100k new members added during, Meerkat was by far the most talked about app at the conference. Meerkat uses Twitter to pull in all of your data and followers so that you’re instantly part of a streaming community upon launching the app. Streamers were all over SXSW capturing every nook and cranny of Downtown Austin. It was revealed during the conference that Twitter purchased a competitor streaming app called Periscope and Twitter would most likely remove Meerkat’s ability to leverage their API, putting Meerkat’s future in jeopardy. It will be interesting to see how brands utilize live streaming. The obvious route will be to live stream exclusive branded content, like concerts or celebrity Q&A’s, but that’s only the beginning.
- Falling right behind Netflix, Google and Apple, Twitch is the 4th most streamed service across the entire internet. This massively popular video game live streaming platform was predominantly featured at SXSW’s Gaming Expo which took place during the Interactive conference. Twitch’s premise is simple: watch other people play video games. This may sound outright boring at first, but it’s oddly captivating. I urge you to click the link above and see for yourself. Right now Twitch utilizes pre-roll before a user can view a gamer’s live feed, however the Twitch marketing group is very open to all types of brand partnerships. Let’s do something brilliant with them!
- There is a new celebrity in town and they are quite literally the girl and guy next door. These are passionate, relatable online content creators who have amassed a loyal fan base of which they have unique influence over. Brands are partnering with social media influencers to reach new audiences and gain trust like never before. Consumers do not equate influencers with marketing- they simply see them as cool, funny, interesting, inspiring, talented, fashionable...
- Take Grace Helbig for example- she has a tremendous online following across various popular platforms. Brands want to partner with her to leverage not only her reach but her relatable demeanor. Her fans trust what she has to say.
- Here are some companies that are active in the influencer space. These shops represent influencer talent much like a talent agency represents celebrities. In some cases these companies support the influencer in developing the concept and getting it produced. In other cases they act as a middleman for talent identification and payment negotiations. You can reach out to Michael.Gentile@bbdo.com with any questions regarding influencers and he will work with the larger social, strategy, and production team to advise on an approach that works best for your campaign and client.
- This year’s festival was as popular as ever for brands to activate through installations around Austin. Of course, some installations performed better than others, and what became abundantly clear is that the success of the activation had little to do with the brand itself. It all depended on the activation, and what the activation provided for passers-by (or invitees.)
- From our perspective, we found that a successful activation accomplished one of three things: 1. ) It provided an immediate value for attendees. This almost certainly included battery power for the SXSW-power-drained smartphones, or at least free coffee and a respite from the excitement!
- The Mophie rescue dogs were a perfect example of a brand providing an immediate value to attendees in a way that was both fun and engaging. Mophie teamed up with the Saint Bernard Rescue Foundation to ensure that no attendee’s phone ran out of battery. Attendees who tweeted @mophie with a screenshot of their dying phone battery and location received a special visit from the #mophieRescue Saint Bernard team.
- From our perspective, we found that a successful activation accomplished one of three things: 1. ) It provided an immediate value for attendees. This almost certainly included battery power for the SXSW-power-drained smartphones, or at least free coffee and a respite from the excitement! 2.) It plays on the local flavour of the festival and its location in Austin, Texas. It’s safe to say that most SXSW attendees come to the festival for business, though almost all are enjoying it’s locale and intensely “Austin” flavour.
- GE played on the local flavour of Austin by exploring the intersection of science and taste, all through GE innovation.
- From our perspective, we found that a successful activation accomplished one of three things: 1. ) It provided an immediate value for attendees. This almost certainly included battery power for the SXSW-power-drained smartphones, or at least free coffee and a respite from the excitement! 2.) It plays on the local flavour of the festival and its location in Austin, Texas. It’s safe to say that most SXSW attendees come to the festival for business, though almost all are enjoying it’s locale and intensely “Austin” flavour. 3.) The activation provides a highly immersive experience that is fun to explore, deeply interactive, and naturally encourages social sharing.
- Last year, BBDO was named global agency of record for 3M. And this weekend, the brand is debuting the new global campaign that was a year in development – and its first brand marketing effort in over 30 years. Their new campaign, 3M Science. Applied to Life.” was literally brought to life at SXSW Interactive. The brand launch is the beginning of a long-term conversation and series of activations that will spark curiosity and new/renewed interest in our brand with next generation talent and customers. At SXSW Interactive 3M revealed their new tagline and created a stunning tent structure made entirely of 3M materials and a place to explore the unexpected and learn how 3M Science improves our lives every day. The tent was created with many things in mind: Highlight 3M Materials in the physical structure HIghlight 3M’s involvement in their 12 key industries ranging from automotive to industrial and health care Tent needed to be concepted, created and delivered in 3 and a half months on an extremely tight budget for an event of this scale Be relevant to both the SXSW audience but also act as leverage for corporate platform launch The tent needed to be reusable around the world Tent needed to be built and torn down in a matter of hours
- The LifeLab tent was constructed entirely of 3M materials, a result of a partnership between designers, architects and the 3M clients. The tent was located at the Brush Square city park, directly opposite the convention center. The huge multicolored canopy of lovely pastel colors attracted people from all over to explore how 3M Science is used in their lives. 3M Dichroic Film was used to line the glass surface on the roof of the ten, acting as prism to refract iridescent sunlight across surfaces of the tent and floor.
- Materials used in the creation included: 360 Panels made of 3M™ Scotchlite Reflective Fabric 168 Acrylic Panels made of 3M™ Dichroic Film 128 Plywood panels clad in 3M™ Di-Noc Architectural Film 168 Pyramid Panels clad with 3M™ Scotchlite 680 Reflective Film
- Custom 3D printed joints were used to help in the building and tear down of the tent. Rather than having days or weeks to build this structure we were limited to a matter of hours.
- The 3M LifeLab tent was brought to life even at night, as it radiated beautiful colors to those passing by. This shot was taken from the Hilton Hotel lining Brush Park.
- Click the video to watch the making of the tent time-lapse.
- 3M LifeLab is a place to explore the new 3M and see what happens when the right science is applied the right way. We featured just a few of our 55,000 products and innovations and how they’re making life easier, better and more complete for people around the world. The displays were both passive and interactive including a reflective photo booth, phone cleaning and sanitation station, reflective sewing station, and a floating 3M Littmann stethoscope which was used in the closing music performance.
- For the tent closing event, DJ TOKiMONSTA played a special music set like no other. She DJ’ed not just with her hands but also with her heart. Specifically her actual heartbeat. All made possible by the innovation of 3M technologies. We used the DJ to a Littmann® Electronic Stethoscope to monitor her heartbeat and and send it to a computer. 'TOKiMONSTA’ played her heartbeat over the PA system and then mixed it into her next song. To connect the rest of the world to this experience, MTV live streamed the event via MEERKAT for the world to see.