1. Brand Integration of the Day
SONOS Music Lounge
Sonos music lounge was a truly immersive brand experience. Promoting
their exceptionally clear, high-fidelity, wireless speakers and music
technology, Sonos created a space at SXSW that an intimate outdoor
concert venue – and of course, a taco truck. In every area, you couldn’t
help but be blown away by the sound of the music and the energy it
generated from those listening.
Insight
Why did this work? Because they kept it simple (it was all about the music)
and focused on the brand (the music streamed wirelessly through
speakers). As marketers, it’s easy to lose focus on the core of your brand.
Sonos brought their brand to the right people, in the right way (immersive
music lounge) with the right message (the music quality spoke for itself).
2013

2. Vibe of the Day
Work/Life Balance
This discussion trending at a number of sessions - the conversation around
work/life balance and if it’s possible to “have it all”. It’s interesting that there
were many highly-accomplished people who do in fact seem to have it all, yet
still struggle with this question – both men and women. And the definition of
“it” seems to be ever evolving in this new era of constant connectivity.
Insight
Thinking of work and life separately, as generations past have done, tends to
makes us think we can have it all. There’s certainly a cultural shift happening
that is redefining how we think our lives – and a move toward flexible work life
is happening, but as Yahoo’s Marissa Mayer just redefined by terminating tele-
commuting, not at the expense of productivity. The definition of “have it all”,
will continue to evolve rapidly in the coming years.
2013

3. My Awesome Event of the Day
Decisions Based on Quality, Not Anecdotes
This session delivered by David Goldberg, CEO of Survey Monkey,
discussed the right way to gather and analyze data in order to inform
your next big marketing decision. 90% of all data produced by humans
has been created in the past two years. With so much information
available, how do we make sure we’re using it to our brand’s advantage?
Insight
By using both implicit data (predictive models, correlations, etc.) and
explicit data (directly asking people what they think), brands can come up
with ways to better position themselves to succeed. A good example: Ford,
who correctly predicted & essentially created the crossover vehicle market
by analyzing the trend data while also directly speaking with customers.
2013

4. Brand Integration of the Day
AT&T Charging Lockers
Power outlets are hard to come by at SXSW. So AT&T placed portable
charging stations around the convention center where you could charge
your smart phone or iPad in a storage locker while you were in a session.
You’d get the key, and come back when your device was fully charged and
ready to go.
Insight
With all the note-taking, schedule-checking, map-viewing , status-updating
here, you’re lucky to make it to lunch without your device running out of
juice. AT&T understands the pain and provided an easy solution. And
anything that can help people feel good about the brand rather than focus
on the lousy signal strength in many places, that’s a win.
2013

5. Vibe of the Day
Summary
Men’s facial hair is back in a big way. The thicker, the better. Lots of
hipster beards everywhere you look in Austin this weekend.
Insight
No real insight. Just sayin’.
2013

6. My Awesome Event of the Day
Death By Demographics
What do George Bush and Steven Tyler have in common? Nothing except
demographics. This panel featured a discussion with 3 marketing pros
who achieve success not by buying their media based on demographics,
but by looking at purchase behavior. As marketers are able to collect more
and more data about consumers, personalization is more important than
ever.
Insight
This is not about eliminating tv advertising. It is about creating an
ecosystem surrounding and supporting tv. For Oreo, TV buys are 2x more
effective when there is digital advertising supporting the broadcast buy.
2013

7. Brand Integration of the Day
Reebok Free Ride
Reebok’s Free Ride is driving around downtown Austin. To with the fringe,
Reebok is finding people who #livewithfire. A matte black El Camino is a bit
more mobile than their tattoo studio – a blacked out mobile unit that will ink
you and help you tell your story of how you “live with fire.” See the online
execution: http://freeride.reebok.com/
Insight
Tap into the culture and give people who already have great stories a new
experience and a new story to tell.
2013

8. Vibe of the Day
Summary
Theme: Get funded. Shaq is a powerful voice in social media. Now, he’s
turning his attention to the tech world – and soliciting ideas via Tout, a
short-form video service. Is Shaq the right VC for any new business?
There’s only so much that cash and celebrity can do to launch a business,
but the pitches to grab Shaq’s cash infusion are already piling up: http://
www.tout.com/channels/pitch-shaq
Insight
Getting any idea funded takes a lot of work, but getting in front of the
right people (or person) is what might be most important.
2013

9. My Awesome Event of the Day
Why trust is the new social glue.
This meetup brought together UX designers, technologists, design
engineers, and social media innovators to talk about the “trust” in content
and connections. Small roundtables discussed current problems in social
media, how trust is different depending on the medium and the
individuals involved, as well as how trust is established and whether a
systematic approach can even be created.
Insight
Trust is born from a relationship. All brands must be able to nurture
relationships in order to build trust. Trust starts with the first user
experience and is carried through every brand touch point.
2013