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24THE COLLECTIVE / HAVAS MEDIA SXSW 2014: 10 Trends from Cake Group & Havas Media

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24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
09
MARKETING TO
THE TECH CROWD
The festival saw activations from major marketers Subway,
Mastercard, Pennzoil, Chevy, Nespresso and Pepsi, brands that are
not conventionally considered “tech companies.” As marketers,
this indicates these brands are seeing value in the association with
technology. A survey by SXSW showed that 96% of attendees
actively use social media, making these tech-focused consumers
more influential than the average consumer. Brands are beginning
to target the tech crowd as an influential segment, much as with
music and fashion enthusiasts in the past. By aligning brands with
this passion vertical, marketers are broadcasting an innovation
message (even where innovation might not be taking place) as
well as targeting a group of individuals with significant earned
media potential.
24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

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24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 09 MARKETING TO THE TECH CROWD The festival saw activations from major marketers Subway, Mastercard, Pennzoil, Chevy, Nespresso and Pepsi, brands that are not conventionally considered “tech companies.” As marketers, this indicates these brands are seeing value in the association with technology. A survey by SXSW showed that 96% of attendees actively use social media, making these tech-focused consumers more influential than the average consumer. Brands are beginning to target the tech crowd as an influential segment, much as with music and fashion enthusiasts in the past. By aligning brands with this passion vertical, marketers are broadcasting an innovation message (even where innovation might not be taking place) as well as targeting a group of individuals with significant earned media potential. 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

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