SlideShare a Scribd company logo
1 of 29
Download to read offline
MSLGROUP | PBJS
Experiential Marketing
at SXSWi
Presented 3.19.14
MSLGROUP | PBJS
Who Attended
Source: 2014 SXSW Marketing Prospectus
30,000
people who
look like
this.
Under 21 1%
21-34 47%
35-44 34%
45-65 18%
65+ 0%
AGE
1st Year 52%
2-4 Years 31%
5-9 Years 11%
10+ Years 6%
YEARS ATTENDED
International 20%
Domestic 80%
GEOGRAPHY
Under $25k 5%
$25-50k 10%
$50-75k 14%
$75-100k 13%
$100-150k 23%
$150-200k 35%
HH INCOME
Industry 75%
Fan 25%
INTEREST IN SXSW
Sales 10%
Marketing 15%
Biz Dev 8%
Creative 22%
Management 23%
Other 22%
JOB FUNCTION
MSLGROUP | PBJS
Who Showed Up
MSLGROUP | PBJS
MAKING AN
MAKING
There’s a FINE LINE...
NOISE And
IMPACT
SXSW ACTIVATION HIGHLIGHTS
MSLGROUP | PBJS
Spotify House
•  Location was outside of usual SXSW
activations with both indoor and outdoor
spaces
•  Interactive
–  Touch-screen music trivia game
tables (we lost every time)
–  Listening stations
•  Photo booth created playlist mosaics with
your photo. Large display outside of
“booth” and the playlist was emailed to
you
•  Signature free drinks & food truck
•  Outdoor concerts & indoor DJs
MSLGROUP | PBJS
Mashable House
Partners/Sponsors:
•  Friskies – Grumpy Cat Photo Opp
•  Mastercard – Priceless Surprises Twitter Vending
Machine
•  HBO Silicon Valley – Juice Bar and Nap Pods
Other experiences:
•  Giant projection of real-time content with #MashSXSW
by Mass Relevance
•  Mashable Gallery
•  The Easter Egg, hidden speakeasy
MSLGROUP | PBJS
SAMSUNG
Music Lounge
•  Customized juice drink based on mood (tablet with questions)
•  Use Galaxy tablets to design a t-shirt
•  Free swag for interactions/Samsung owners
–  Speakers, headphones, sunglasses, etc.
•  “Rent” a device for 24 hours
–  Phones, tablets, smart watches
•  Yoga & Crossfit classes on the roof
•  Vine video booth
Other
•  Tweet #poweron for battery swap anywhere around SXSW
MSLGROUP | PBJS
American Express Serve Station
•  Consumers tweet for a treat at station: Daily “good” included:
10-min massages, juice, blow out & shaves
•  Each #ServeSomeGood tweet = $1 donation to United Way
MSLGROUP | PBJS
Trending Vending with Oreo
•  Using the same technology as 3D printing,
custom orders were created to order based
on trending topics on Twitter
•  Activation space was created using a
shipping container, and included the
vending machine, a milk bar and a DJ
•  Cookies took about
two minutes each to
make, which created
a long line – and a
lot of buzz
MSLGROUP | PBJS
Subway
•  Subway had two footprints – one inside the Convention
Center and a larger footprint outside
•  Inside, they hosted a game that tested your concentration
by “measuring brain waves” and pitted you against an
opponent in a mental tug of war
•  Outside was a more standard space where they hosted
content, like Zac Efron and Seth Rogan to talk about their
upcoming movie
•  While neither activation was
amazing, the locations were great
and the fact that they pointed to
each other was smart
MSLGROUP | PBJS
Spredfast Girl Talk Concert
•  Spredfast (a B2B social media management company)
hosted a Girl Talk concert at Stubb’s
•  SXSW’ers could win tickets by
–  Entering a Twitter sweepstakes
–  Attending an open house at Spredfast’s downtown
office
–  Spotting their street team and getting a token
•  Good mix of online and offline promotion and content
MSLGROUP | PBJS
7 Eleven #gimmepizza
•  7 Eleven delivered pizzas to SXSW
attendees that tweeted @7Eleven
using the hashtag #gimmepizza
•  The pizza box included instructions to
post a selfie
•  Pizzas were baked in two food trucks
that were debuting the newest flavor
of Slurpee, Diet Coke
•  “This was the best thing that
happened at SXSW, ever.” – Brad
Murrell
MSLGROUP | PBJS
Nespresso
•  Created a high-end coffee bar
feeling within a dome tent shaped
like their new pods
•  Touchscreen experience guided the
user towards the coffee that was
right for them
•  Brand ambassadors dressed as
baristas prepared the coffees –
created in clear, disposable cups so
attendees could see the foam
MSLGROUP | PBJS
THE STRAIN
•  “Transformation Station” to tease the
upcoming show
•  Included branded energy drinks, water,
and an alarming number of eerily calm
brand ambassadors
•  “Nap pods” could be reserved online
for 20-minute intervals where
attendees could lay down and watch a
sneak preview of the show
MSLGROUP | PBJS
3M idea exchange
•  Highlighted innovative ideas from
different industries
–  Packing tape artist
–  Post-It Notes and EverNote
partnership
–  3D Multi-touch displays
•  Charging stations
•  Daily happy hour with free cocktails
and cupcakes
MSLGROUP | PBJS
CHEVY
Test Drives
•  The latest Chevy models were onsite and
available for test drives
–  I drove the Volt, which was cool but
SXSW is not the best place to test drive
a car since there’s tons of traffic and
pedestrians
–  Free t-shirt for test driving them
Catch a Chevy
•  Offering rides to people between sessions
MSLGROUP | PBJS
Gaming Expo
Real-Life Mario Kart by Pennzoil and Nintendo
•  Pennzoil set up a go-kart track where attendees could
play a four-lap, real-life version of Mario Kart, including
“power ups”
•  Also offered a Go-Pro video of your actual race to share
on Facebook and other social networks
DIY Drones
•  Booth that demonstrated the processes and materials
needed to build an airborne quadcopter
•  Participants were even able to take the drones out for a
trial run
MSLGROUP | PBJS
GuerRilla Tactics
•  SXSW is really strict with what non-official
sponsors can do, so most guerrilla tactics were
limited to strangely dressed brand ambassadors
yelling at people
•  Photo opps were big. And not always rational.
Here’s what preceded this photo.
–  “It’s a rock and roll gorilla. Will you hold it?”
–  “Umm...OK.”
–  “Great. Here’s where you can collect your
picture.”
MSLGROUP | PBJS
After Parties
•  SXSW hosts a variety of parties often
offering free drinks and live performances
•  Brands often use social media as a way to spread
the word and offer VIP pass giveaways and contests
•  Parties offered well-known artists, Photo opps &
swag (glowsticks!)
•  LINES! LINES! LINES!
MSLGROUP | PBJS
AWESOME
Oh yeah,
and there were these
PBJS WORK AT SXSW
ACTIVATIONS
MSLGROUP | PBJS
•  Took over popular downtown Austin restaurant
•  Created space to relax, recharge and refresh
•  Space included charging stations,
complimentary drinks and a healthy snacks
•  Each afternoon, ExactTarget energized
attendees and the Orange Oasis with a Happy
Hour compete with DJ
Photo
Photo
Photo
ExactTarget Orange Oasis
MSLGROUP | PBJS
PayPal Social Media Lounge
•  PayPal partnered with TechSet to sponsor the Social Media
Lounge inside the Convention Center
•  The space offered work stations, refreshments, content, and
daily acoustic performances
•  Consumers were encouraged to download the PayPal app in
order to order coffee and swag within the space
MSLGROUP | PBJS
PAIN POINTS
sxsw attendee
POTENTIAL BRAND OPPORTUNITIES
MSLGROUP | PBJS
Mo’ People, Mo’ Problems
Attendance at SXSWi has tripled in
five years – and this is just the
numbers for the interactive portion.
This influx of people causes:
•  Long lines for everything
•  Gross bathrooms
•  Traffic
10,741
14,251
19,364
24,569
30,621
2009 2010 2011 2012 2013
Year by Year SXSWi Attendance
OPPORTUNITY: Android offered its users
branded line-placeholders, who they could text
and ask to stand in line for them.
MSLGROUP | PBJS
Transportation
Short-distance transportation needs are addressed
with branded pedi-cabs, but since people have to stay
miles from downtown Austin, any kind of
transportation to and from the Convention Center is a
nightmare.
Cabs are impossible to get, and the official SXSW
shuttle can take up to an hour to complete its loop.
OPPORTUNITY: Branded shuttles that can
be reserved and scheduled online before
SXSW begins.
MSLGROUP | PBJS
Phone Battery DEATH
Many sponsors offer charging stations within
their activation space, but everyone’s phones
are still at 10% battery for much of the time –
in which case they are desperately looking for
an outlet.
OPPORTUNITY: Charging stations. Mobile chargers as
giveaways and/or prizes. Samsung will deliver extra phone
batteries to people who tweet that they need them.
MSLGROUP | PBJS
FOMO
There are so many sessions, and so much to see and
do, that you feel as though you are almost always
making the wrong choice.
This is made worse by the fact that anything with buzz
around it has exceptionally long lines – which means
that to be in that session or eat that 3D-printed Oreo,
you must forego other experiences.
OPPORTUNITY: Curated tours of SXSW with reserved times to see specific
activations. App that makes session recommendations based on interest.
MSLGROUP | PBJS
Tech Overload
Warning: Andy Rooney-like rant below
Technology, as it turns out, can bring out the worst in
us. I started keeping track of the number of people
who walked directly into me while on their phones.
Total: 9. People waited for hours to get into sessions,
then spent those sessions staring at their phones. By
the end, I wanted nothing more than to throw my
phone out a window. But then how would I tweet
about my decision to give up technology?
OPPORTUNITY: Digital Detox Lounge where attendees can schedule
meetings or just come in to relax – but must surrender all phones and
computers (to be charged) at the door.
MSLGROUP | PBJS
THANK YOU

More Related Content

Similar to #SXSW2014: Experiential Marketing Audit

Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...
Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...
Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...Kevin Sprague
 
2017 New Trends in Social Media
2017 New Trends in Social Media2017 New Trends in Social Media
2017 New Trends in Social MediaMike Georgopoulos
 
Activation Conceptual Proposal for SHARP MATSURI 2015
Activation Conceptual Proposal for SHARP MATSURI 2015Activation Conceptual Proposal for SHARP MATSURI 2015
Activation Conceptual Proposal for SHARP MATSURI 2015Beyond Creative
 
SXSW Interactive 2013 Recap
SXSW Interactive 2013 RecapSXSW Interactive 2013 Recap
SXSW Interactive 2013 RecapShawn Cheng
 
Establishing thought leadership through Experiential Content Marketing
Establishing thought leadership through Experiential Content Marketing Establishing thought leadership through Experiential Content Marketing
Establishing thought leadership through Experiential Content Marketing Supriya Thakral
 
SXSW 2016 Recap: Highlights of Brands and Technologies
SXSW 2016 Recap: Highlights of Brands and TechnologiesSXSW 2016 Recap: Highlights of Brands and Technologies
SXSW 2016 Recap: Highlights of Brands and TechnologiesDavid Berkowitz
 
김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료
김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료
김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료경만 고
 
12 Tips to Elevate Your Event
12 Tips to Elevate Your Event12 Tips to Elevate Your Event
12 Tips to Elevate Your EventEventbrite
 
P.E.J.E. mission video
P.E.J.E. mission videoP.E.J.E. mission video
P.E.J.E. mission videoNasser Asif
 
FCA Program Book
FCA Program BookFCA Program Book
FCA Program BookMonica Ceja
 
Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...
Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...
Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...Eventbrite
 
Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...
Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...
Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...Merlien Institute
 
SXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERS
SXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERSSXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERS
SXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERSLex Johnson
 
Marga Javier • UX Designer & Strategist • Portfolio
Marga Javier • UX Designer & Strategist • PortfolioMarga Javier • UX Designer & Strategist • Portfolio
Marga Javier • UX Designer & Strategist • PortfolioMargaret Javier
 
Textworthy Issue 2 2012
Textworthy Issue 2 2012Textworthy Issue 2 2012
Textworthy Issue 2 2012Taylor Abbett
 
Shake up your campus experience
Shake up your campus experienceShake up your campus experience
Shake up your campus experienceHenry Davies
 
Juice presentation post-Online News Association Conference
Juice presentation post-Online News Association ConferenceJuice presentation post-Online News Association Conference
Juice presentation post-Online News Association ConferenceSarahDayOwen
 

Similar to #SXSW2014: Experiential Marketing Audit (20)

SXSW 2019 VR Takeaways
SXSW 2019 VR Takeaways SXSW 2019 VR Takeaways
SXSW 2019 VR Takeaways
 
Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...
Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...
Iowa Historic Theaters - Marketing, branding and Audience Building - By Kevin...
 
2017 New Trends in Social Media
2017 New Trends in Social Media2017 New Trends in Social Media
2017 New Trends in Social Media
 
Activation Conceptual Proposal for SHARP MATSURI 2015
Activation Conceptual Proposal for SHARP MATSURI 2015Activation Conceptual Proposal for SHARP MATSURI 2015
Activation Conceptual Proposal for SHARP MATSURI 2015
 
SXSW Interactive 2013 Recap
SXSW Interactive 2013 RecapSXSW Interactive 2013 Recap
SXSW Interactive 2013 Recap
 
Establishing thought leadership through Experiential Content Marketing
Establishing thought leadership through Experiential Content Marketing Establishing thought leadership through Experiential Content Marketing
Establishing thought leadership through Experiential Content Marketing
 
Monte Gibbs
Monte GibbsMonte Gibbs
Monte Gibbs
 
SXSW 2016 Recap: Highlights of Brands and Technologies
SXSW 2016 Recap: Highlights of Brands and TechnologiesSXSW 2016 Recap: Highlights of Brands and Technologies
SXSW 2016 Recap: Highlights of Brands and Technologies
 
김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료
김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료
김현정 서울의료원 피부과&시민공감서비스디자인센터 공유자료
 
12 Tips to Elevate Your Event
12 Tips to Elevate Your Event12 Tips to Elevate Your Event
12 Tips to Elevate Your Event
 
P.E.J.E. mission video
P.E.J.E. mission videoP.E.J.E. mission video
P.E.J.E. mission video
 
SXSW interactive 2013
SXSW interactive 2013SXSW interactive 2013
SXSW interactive 2013
 
FCA Program Book
FCA Program BookFCA Program Book
FCA Program Book
 
Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...
Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...
Sponsorship Secrets: What Every Event Organizer Needs to Know with Mike Ponti...
 
Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...
Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...
Hot, Roasted and Intense! Getting to "Why"? in the global coffee culture thro...
 
SXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERS
SXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERSSXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERS
SXSW 2016 : SHORTCUT SCHEDULE FOR DESIGNERS
 
Marga Javier • UX Designer & Strategist • Portfolio
Marga Javier • UX Designer & Strategist • PortfolioMarga Javier • UX Designer & Strategist • Portfolio
Marga Javier • UX Designer & Strategist • Portfolio
 
Textworthy Issue 2 2012
Textworthy Issue 2 2012Textworthy Issue 2 2012
Textworthy Issue 2 2012
 
Shake up your campus experience
Shake up your campus experienceShake up your campus experience
Shake up your campus experience
 
Juice presentation post-Online News Association Conference
Juice presentation post-Online News Association ConferenceJuice presentation post-Online News Association Conference
Juice presentation post-Online News Association Conference
 

More from MSL

The Disenchantment of Latin America: What to expect from the region in 2020?
The Disenchantment of Latin America: What to expect from the region in 2020?The Disenchantment of Latin America: What to expect from the region in 2020?
The Disenchantment of Latin America: What to expect from the region in 2020?MSL
 
Is Technology Removing the ‘Care’ from Healthcare?
Is Technology Removing the ‘Care’ from Healthcare?Is Technology Removing the ‘Care’ from Healthcare?
Is Technology Removing the ‘Care’ from Healthcare?MSL
 
Powered by AI - Country-wise Spotlight
Powered by AI - Country-wise SpotlightPowered by AI - Country-wise Spotlight
Powered by AI - Country-wise SpotlightMSL
 
Powered by AI: Communications and Marketing in the Algorithm Age
Powered by AI: Communications and Marketing in the Algorithm AgePowered by AI: Communications and Marketing in the Algorithm Age
Powered by AI: Communications and Marketing in the Algorithm AgeMSL
 
AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"MSL
 
SCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports BettingSCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports BettingMSL
 
[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big Shift[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big ShiftMSL
 
[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal Posts[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal PostsMSL
 
MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation MSL
 
MSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends ForecastMSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends ForecastMSL
 
The Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once AgainThe Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
 
SDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSLSDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
 
The Art and Science of Influence
The Art and Science of InfluenceThe Art and Science of Influence
The Art and Science of InfluenceMSL
 
PR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented InfluencePR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented InfluenceMSL
 
[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is Now[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is NowMSL
 
News in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media TrendsNews in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media TrendsMSL
 
Trump Administration
Trump AdministrationTrump Administration
Trump AdministrationMSL
 
Governing a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionGoverning a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionMSL
 
Mind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUPMind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUPMSL
 
A Guide to the Trump Administration
A Guide to the Trump Administration A Guide to the Trump Administration
A Guide to the Trump Administration MSL
 

More from MSL (20)

The Disenchantment of Latin America: What to expect from the region in 2020?
The Disenchantment of Latin America: What to expect from the region in 2020?The Disenchantment of Latin America: What to expect from the region in 2020?
The Disenchantment of Latin America: What to expect from the region in 2020?
 
Is Technology Removing the ‘Care’ from Healthcare?
Is Technology Removing the ‘Care’ from Healthcare?Is Technology Removing the ‘Care’ from Healthcare?
Is Technology Removing the ‘Care’ from Healthcare?
 
Powered by AI - Country-wise Spotlight
Powered by AI - Country-wise SpotlightPowered by AI - Country-wise Spotlight
Powered by AI - Country-wise Spotlight
 
Powered by AI: Communications and Marketing in the Algorithm Age
Powered by AI: Communications and Marketing in the Algorithm AgePowered by AI: Communications and Marketing in the Algorithm Age
Powered by AI: Communications and Marketing in the Algorithm Age
 
AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"AT&T Dares to "Rethink Possible"
AT&T Dares to "Rethink Possible"
 
SCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports BettingSCOTUS Launches New Economy with Legalized Sports Betting
SCOTUS Launches New Economy with Legalized Sports Betting
 
[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big Shift[Salterbaxter Directions] The Big Shift
[Salterbaxter Directions] The Big Shift
 
[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal Posts[Salterbaxter Directions] Moving The Goal Posts
[Salterbaxter Directions] Moving The Goal Posts
 
MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation MSL's 2018 Food Trends Presentation
MSL's 2018 Food Trends Presentation
 
MSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends ForecastMSL's 2018 Food Trends Forecast
MSL's 2018 Food Trends Forecast
 
The Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once AgainThe Second Technology Revolution: How the PR Business Needs To Change Once Again
The Second Technology Revolution: How the PR Business Needs To Change Once Again
 
SDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSLSDG Signals - SBTribe Research by Salterbaxter MSL
SDG Signals - SBTribe Research by Salterbaxter MSL
 
The Art and Science of Influence
The Art and Science of InfluenceThe Art and Science of Influence
The Art and Science of Influence
 
PR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented InfluencePR 2020 The Dawn of the Augmented Influence
PR 2020 The Dawn of the Augmented Influence
 
[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is Now[Salterbaxter Directions] Human Rights - The Time is Now
[Salterbaxter Directions] Human Rights - The Time is Now
 
News in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media TrendsNews in the Times of Digital - Indian Media Trends
News in the Times of Digital - Indian Media Trends
 
Trump Administration
Trump AdministrationTrump Administration
Trump Administration
 
Governing a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential ElectionGoverning a Divided Nation - Insights about the 2016 U.S. Presidential Election
Governing a Divided Nation - Insights about the 2016 U.S. Presidential Election
 
Mind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUPMind The Gap by Salterbaxter MSLGROUP
Mind The Gap by Salterbaxter MSLGROUP
 
A Guide to the Trump Administration
A Guide to the Trump Administration A Guide to the Trump Administration
A Guide to the Trump Administration
 

Recently uploaded

Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsWristbands Ireland
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"Adharsh45
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeStephenKim86
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfmeftaul987
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024Nate Evans
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondBoundify
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAYLouis Malaybalay
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateAdnet Communications
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelBhaviniSharma12
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfjavenxxx01
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxBonano Insurance
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 

Recently uploaded (20)

Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly Products
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness Gauge
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdf
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and Beyond
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 Update
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business Model
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
WAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdfWAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdf
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdf
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptx
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 

#SXSW2014: Experiential Marketing Audit

  • 1. MSLGROUP | PBJS Experiential Marketing at SXSWi Presented 3.19.14
  • 2. MSLGROUP | PBJS Who Attended Source: 2014 SXSW Marketing Prospectus 30,000 people who look like this. Under 21 1% 21-34 47% 35-44 34% 45-65 18% 65+ 0% AGE 1st Year 52% 2-4 Years 31% 5-9 Years 11% 10+ Years 6% YEARS ATTENDED International 20% Domestic 80% GEOGRAPHY Under $25k 5% $25-50k 10% $50-75k 14% $75-100k 13% $100-150k 23% $150-200k 35% HH INCOME Industry 75% Fan 25% INTEREST IN SXSW Sales 10% Marketing 15% Biz Dev 8% Creative 22% Management 23% Other 22% JOB FUNCTION
  • 4. MSLGROUP | PBJS MAKING AN MAKING There’s a FINE LINE... NOISE And IMPACT SXSW ACTIVATION HIGHLIGHTS
  • 5. MSLGROUP | PBJS Spotify House •  Location was outside of usual SXSW activations with both indoor and outdoor spaces •  Interactive –  Touch-screen music trivia game tables (we lost every time) –  Listening stations •  Photo booth created playlist mosaics with your photo. Large display outside of “booth” and the playlist was emailed to you •  Signature free drinks & food truck •  Outdoor concerts & indoor DJs
  • 6. MSLGROUP | PBJS Mashable House Partners/Sponsors: •  Friskies – Grumpy Cat Photo Opp •  Mastercard – Priceless Surprises Twitter Vending Machine •  HBO Silicon Valley – Juice Bar and Nap Pods Other experiences: •  Giant projection of real-time content with #MashSXSW by Mass Relevance •  Mashable Gallery •  The Easter Egg, hidden speakeasy
  • 7. MSLGROUP | PBJS SAMSUNG Music Lounge •  Customized juice drink based on mood (tablet with questions) •  Use Galaxy tablets to design a t-shirt •  Free swag for interactions/Samsung owners –  Speakers, headphones, sunglasses, etc. •  “Rent” a device for 24 hours –  Phones, tablets, smart watches •  Yoga & Crossfit classes on the roof •  Vine video booth Other •  Tweet #poweron for battery swap anywhere around SXSW
  • 8. MSLGROUP | PBJS American Express Serve Station •  Consumers tweet for a treat at station: Daily “good” included: 10-min massages, juice, blow out & shaves •  Each #ServeSomeGood tweet = $1 donation to United Way
  • 9. MSLGROUP | PBJS Trending Vending with Oreo •  Using the same technology as 3D printing, custom orders were created to order based on trending topics on Twitter •  Activation space was created using a shipping container, and included the vending machine, a milk bar and a DJ •  Cookies took about two minutes each to make, which created a long line – and a lot of buzz
  • 10. MSLGROUP | PBJS Subway •  Subway had two footprints – one inside the Convention Center and a larger footprint outside •  Inside, they hosted a game that tested your concentration by “measuring brain waves” and pitted you against an opponent in a mental tug of war •  Outside was a more standard space where they hosted content, like Zac Efron and Seth Rogan to talk about their upcoming movie •  While neither activation was amazing, the locations were great and the fact that they pointed to each other was smart
  • 11. MSLGROUP | PBJS Spredfast Girl Talk Concert •  Spredfast (a B2B social media management company) hosted a Girl Talk concert at Stubb’s •  SXSW’ers could win tickets by –  Entering a Twitter sweepstakes –  Attending an open house at Spredfast’s downtown office –  Spotting their street team and getting a token •  Good mix of online and offline promotion and content
  • 12. MSLGROUP | PBJS 7 Eleven #gimmepizza •  7 Eleven delivered pizzas to SXSW attendees that tweeted @7Eleven using the hashtag #gimmepizza •  The pizza box included instructions to post a selfie •  Pizzas were baked in two food trucks that were debuting the newest flavor of Slurpee, Diet Coke •  “This was the best thing that happened at SXSW, ever.” – Brad Murrell
  • 13. MSLGROUP | PBJS Nespresso •  Created a high-end coffee bar feeling within a dome tent shaped like their new pods •  Touchscreen experience guided the user towards the coffee that was right for them •  Brand ambassadors dressed as baristas prepared the coffees – created in clear, disposable cups so attendees could see the foam
  • 14. MSLGROUP | PBJS THE STRAIN •  “Transformation Station” to tease the upcoming show •  Included branded energy drinks, water, and an alarming number of eerily calm brand ambassadors •  “Nap pods” could be reserved online for 20-minute intervals where attendees could lay down and watch a sneak preview of the show
  • 15. MSLGROUP | PBJS 3M idea exchange •  Highlighted innovative ideas from different industries –  Packing tape artist –  Post-It Notes and EverNote partnership –  3D Multi-touch displays •  Charging stations •  Daily happy hour with free cocktails and cupcakes
  • 16. MSLGROUP | PBJS CHEVY Test Drives •  The latest Chevy models were onsite and available for test drives –  I drove the Volt, which was cool but SXSW is not the best place to test drive a car since there’s tons of traffic and pedestrians –  Free t-shirt for test driving them Catch a Chevy •  Offering rides to people between sessions
  • 17. MSLGROUP | PBJS Gaming Expo Real-Life Mario Kart by Pennzoil and Nintendo •  Pennzoil set up a go-kart track where attendees could play a four-lap, real-life version of Mario Kart, including “power ups” •  Also offered a Go-Pro video of your actual race to share on Facebook and other social networks DIY Drones •  Booth that demonstrated the processes and materials needed to build an airborne quadcopter •  Participants were even able to take the drones out for a trial run
  • 18. MSLGROUP | PBJS GuerRilla Tactics •  SXSW is really strict with what non-official sponsors can do, so most guerrilla tactics were limited to strangely dressed brand ambassadors yelling at people •  Photo opps were big. And not always rational. Here’s what preceded this photo. –  “It’s a rock and roll gorilla. Will you hold it?” –  “Umm...OK.” –  “Great. Here’s where you can collect your picture.”
  • 19. MSLGROUP | PBJS After Parties •  SXSW hosts a variety of parties often offering free drinks and live performances •  Brands often use social media as a way to spread the word and offer VIP pass giveaways and contests •  Parties offered well-known artists, Photo opps & swag (glowsticks!) •  LINES! LINES! LINES!
  • 20. MSLGROUP | PBJS AWESOME Oh yeah, and there were these PBJS WORK AT SXSW ACTIVATIONS
  • 21. MSLGROUP | PBJS •  Took over popular downtown Austin restaurant •  Created space to relax, recharge and refresh •  Space included charging stations, complimentary drinks and a healthy snacks •  Each afternoon, ExactTarget energized attendees and the Orange Oasis with a Happy Hour compete with DJ Photo Photo Photo ExactTarget Orange Oasis
  • 22. MSLGROUP | PBJS PayPal Social Media Lounge •  PayPal partnered with TechSet to sponsor the Social Media Lounge inside the Convention Center •  The space offered work stations, refreshments, content, and daily acoustic performances •  Consumers were encouraged to download the PayPal app in order to order coffee and swag within the space
  • 23. MSLGROUP | PBJS PAIN POINTS sxsw attendee POTENTIAL BRAND OPPORTUNITIES
  • 24. MSLGROUP | PBJS Mo’ People, Mo’ Problems Attendance at SXSWi has tripled in five years – and this is just the numbers for the interactive portion. This influx of people causes: •  Long lines for everything •  Gross bathrooms •  Traffic 10,741 14,251 19,364 24,569 30,621 2009 2010 2011 2012 2013 Year by Year SXSWi Attendance OPPORTUNITY: Android offered its users branded line-placeholders, who they could text and ask to stand in line for them.
  • 25. MSLGROUP | PBJS Transportation Short-distance transportation needs are addressed with branded pedi-cabs, but since people have to stay miles from downtown Austin, any kind of transportation to and from the Convention Center is a nightmare. Cabs are impossible to get, and the official SXSW shuttle can take up to an hour to complete its loop. OPPORTUNITY: Branded shuttles that can be reserved and scheduled online before SXSW begins.
  • 26. MSLGROUP | PBJS Phone Battery DEATH Many sponsors offer charging stations within their activation space, but everyone’s phones are still at 10% battery for much of the time – in which case they are desperately looking for an outlet. OPPORTUNITY: Charging stations. Mobile chargers as giveaways and/or prizes. Samsung will deliver extra phone batteries to people who tweet that they need them.
  • 27. MSLGROUP | PBJS FOMO There are so many sessions, and so much to see and do, that you feel as though you are almost always making the wrong choice. This is made worse by the fact that anything with buzz around it has exceptionally long lines – which means that to be in that session or eat that 3D-printed Oreo, you must forego other experiences. OPPORTUNITY: Curated tours of SXSW with reserved times to see specific activations. App that makes session recommendations based on interest.
  • 28. MSLGROUP | PBJS Tech Overload Warning: Andy Rooney-like rant below Technology, as it turns out, can bring out the worst in us. I started keeping track of the number of people who walked directly into me while on their phones. Total: 9. People waited for hours to get into sessions, then spent those sessions staring at their phones. By the end, I wanted nothing more than to throw my phone out a window. But then how would I tweet about my decision to give up technology? OPPORTUNITY: Digital Detox Lounge where attendees can schedule meetings or just come in to relax – but must surrender all phones and computers (to be charged) at the door.