Several documents were summarized that discussed brand integrations and events at SXSW 2013. Polk Audio showcased their headphones by having music acts perform in their booth. Whole Foods CEO John Mackey spoke about conscious capitalism. Post-it promoted their new large notepad by having attendees create ideas on them. Oreo sponsored various aspects of the event to promote their "you can still dunk in the dark" tweet. Elon Musk showed a video of SpaceX successfully landing a reusable rocket. The summaries focused on the key insights around how these companies engaged attendees and promoted their brands.

1. Brand Integration of the Day
Polk Audio
This was an effective implementation by Polk Audio. Polk brings in local
music acts to play in their sound booth, while attendees can only hear the
music through the new Polk headphones. Popular acts were also live-
streamed via Ustream.TV
Insight
This was a great promo that showcased the spirit of the entire conference,
leveraging interactive technology with musical acts.
2013

2. My Awesome Event of the Day
Conscious capitalism: Liberating the heroic spirit of
business.
Presented by CEO of Whole Foods Market, John Mackey, he discussed the
positive impacts that capitalism has had on the world. In this session, he
reveals that that “businesses need to rediscover their higher purpose and
articulate that to the world.” This optimistic point of view on how big
business can succeed today reminds us that business is the great creator "We need companies
of value for everyone who trades with it.
that are authentic and
Insight
Any business is is not a zero sum game, it’s about creating value for all
caring. Love and care
involved - vendors, customers and shareholders where it becomes a win- need to come out of the
win-win scenario by way of conscious capitalism.
closet." - John Mackey
2013

3. Vibe of the Day
Summary
Connected devices through machine to machine integration was discussed
a lot. One great example was about a washer that’s about to break. What if
it could sense that and automatically look up the closest repair place with
the highest reviews and book an appointment for you?
Insight
Generate increased sales by listening to your customers and making their
lives easier.
2013

4. My Awesome Event of the Day
Retail Is Going Mobile
Successful mobile strategies center around understanding your customers
and providing different ways to interact with brands. Retailers are
shifting towards creating more personalized experiences particularly by
enabling device to device enhancements.
Insight
Increase sales and brand loyalty by enhancing the in-store experience
through personalized mobile features. A big missed opportunity exists at
the point of sale where many retailers and CPG brands don’t do anything.
2013

5. Brand Integration of the Day
Post-it Big Pad
Post-it Big Pad was trying to promote their new product, essentially a
12”x12” sticky note. Why would I need this? I already have small post-it’s
and big post-it pads. They set-up a “creation” center where, using the Big
Pads, SXSW-goers posted their ideas, sketches, thoughts for people to see
and plastered the walls with these eye-catching colorful papers. The
perfect size for on-the fly concepting, and idea capture. I didn’t even know
I needed this!
Insight
It was the perfect way to do a real-life demonstration of why you would
need this new product. Especially for the always wired SXSW’ers, it was
interesting to see so many people highly engaged with this tangible brand
experience.
2013

6. Vibe of the Day
imgembed
Yes, I was admittedly lured by the smell of popcorn, but what I found was
a new way to use and manage photos and images online. Essentially, a
digital handshake between image creators and users, imgembed.com sets
the “usage rights” of images from individuals. Posters of images can track
the usage, get credit and get paid if desired, while users have permission,
can get free use, and have more image options available to them.
Insight
Created to prevent image stealing, it democratizes image use. Why do
advertisers care? You can now use your consumer’s photos and images
worry free to promote your brand. The downside here is getting enough
critical mass to make it valuable to both image owners and users. I couldn’t
tell if people were enthralled by this idea, or just people looking for free
popcorn, but I think we’ll see more from imgembed and start-ups like it.
2013

7. My Awesome Event of the Day
The Secrets of Generation Flux
I had read the Fast Company article about “Generation Flux” last year, and
was intrigued to attend this panel discussion about it. Hosted by Robert
Safian, the Editor of Fast Company, they discussed what defines this new
generation (mindset, hyper-adaptability, embracing change) and how to
deal in this new era (using both creative and analytical skills together).
Insight
We can all survive or die in this time of extreme change. Such a simple
idea, but learning to embrace most the things that make you uncomfortable
(whether it be technology, authenticity in social media, or even being able
to shut down technology from time-to-time, as the CTO of Cisco, Padma
Warrior does!), will increase our chances to succeed in this new time.
2013

8. Brand Integration of the Day
Oreo
Oreos is not only a named sponsor of the entire event, they were giving
away product at the registrant’s lounge, sponsored some of the ubiquitous
pedi-cabs, and I’m pretty sure their “lights out” Superbowl tweet has been
fawned over in every presentation dealing with social media.
Insight
It remains to be seen if their famous Superbowl tweet “you can still dunk with
the lights out” will be remembered by anyone outside the marketing realm, but
there can be no doubt it’s the runaway hit within our echochamber. So for Oreo
to be at SXSW Interactive, driving home their social-ness and their real-time-
marketing success, gives them a perfect launch pad to instill a cool-ness to the
brand. SXSW attendees will likely feel inspired and motivated to push their real-
time-marketing capabilities themselves, and that’s a great thing.
2013

9. Vibe of the Day
Summary
Be Good to Your Users. And if you can’t be good, be funny. I noticed a
common theme of good UX, even when the discussion isn’t around
machine-based UX. Violation of social norms isn’t limited to interactions
between people, it also applies to interactions between people and
machines, and people and marketers. People expect speed and relevance,
and if we as marketers are irrelevant or slow, we’re violating a social
norm, and people will get pissed. They’ll be less pissed if we’re at least
funny about it, and they’ll reward us with attention and sales if we hit
their “E-spot”, by being engaging, compelling, and responsive.
Insight
Make the effort to segment messages for maximum relevance, and be
timely.
2013

10. My Awesome Event of the Day
Elon Musk-see
Elon Musk is the co-founder of Paypal, who went on to create Tesla
Automotive, SolarCity, and SpaceX. He talked about innovation,
perseverance, partnership, and recyclability. But what blew me away is
SpaceX just days ago successfully tested a rocket that can re-land under
propulsion, like some 50’s sci-fi come to life. He explained that the rocket
fuel is about 2% of the total cost of a rocket. The rocket itself is most of the
rest. Why throw it away? Why not make it reusable? The SXSW audience
was the first to see video of it taking place.
Insight
Ask the bigger question, and don’t easily accept an inability to answer it
right away.
2013