Digital Marketing trends from SXSW Interactive 2013. BBDO New York focused in on 5 themes most relevant to Brands and Agencies by launching www.DigitalLabLive.com.

1. SXSW’13 INTERACTIVE RECAP

2. DIGITAL LAB LIVE
5 TRACKS

3. Digital Lab Live

4. SX6s // South by in 6 second increments

5. “ SXSW is where you go experience
the future for a few days before you
have to go back home to the
present.”
- DENNIS CROWLEY, FOUNDER/CEO FOURSQUARE

6. SXSWi’13 Hits Record Numbers
30k attendees in 2013 // 2012: 24k // 2011: 19k
1,833 Interactive Sessions
How do
60% male we make
60% HHI $100k+
48% repeat attendees
sense of
21% international registrants (from 72 countries) all this?
#1 most talked about: Grumpy Cat followed by Elon Musk, and Al Gore

7. DIGITAL LAB LIVE // www.digitallablive.com
RELEVANT OPINIONS FOR LIVE EVENTS
We culled 17 SXSW themes and hundreds of sessions
down to just 5 Brands and Agencies should know about.
• Built in 2 weeks (big thanks to K5)
• Responsive
• Text, Photos, Video, Quotes
• Interviews of founders/influencers

8. Design &
Development
DIGITAL LAB LIVE’S 2013 SXSW COVERAGE

9. ‘Dat
UX

10. Personality: who someone
is in their everyday life
Persona: who they are
online
Mechanics of Magic: 7 Game Design Insights

11. ROHIT THAWANI

12. “ What may be intuitive to
UX designers may not be
intuitive to astronauts.”
NASA - THE USER EXPERIENCE OF A SPACE STATION

13. NASA - THE USER EXPERIENCE OF A SPACE STATION

14. Taxonomy: fixed, top-
down hierarchy
Folksonomy: letting the
people decide the order
of things
DESIGNING FOR USER GENERATED CHAOS

15. SHUTUP AND TAKE MY MONEY! LEGO DOES CROWD SOURCING

16. Kids love physical objects
and digital experiences.
Merging the two is the
holy grail of toys.
RE IMAGINING TOYS: MERGING THE PHYSICAL & DIGITAL

17. CIRCULAR WATER SLIDE

18. The space
between
technology,
art and action
is where it’s
at.
FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

19. 3 Pillars of Modern
Photography:
1. Optics
2. Computation
3. Productivity
FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

20. FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

21. BEYOND MOBILE: WHERE NO GEEK HAS GONE BEFORE

22. What’s holding
computers
back is the
limited number
of ways in
which we can
use them.
LEAP MOTION & THE FUTURE OF GESTURE CONTROL

23. LEAP MOTION & THE FUTURE OF GESTURE CONTROL

24. Gesture control can be
used for:
Art - sculpting
Medicine - remote
surgery
Education - physics
THE MOUSE AND KEYBOARD ARE DYING

25. THE FUTURE OF 3D PRINTING WITH MAKERBOT

26. You can 3D print:
engine blocks
fingers
your homework
LEGO
shoe inserts so your daughter
can ride the big kid rides
THE FUTURE OF 3D PRINTING WITH MAKERBOT

27. In the future devices will
get both dumber and
smarter. that’s good
because you want some
smart devices and a lot of
dumb devices.
BEYOND MOBILE: WHERE NO GEEK HAS GONE BEFORE

28. 1. Use sensors to push
data
2. Focus on metadata,
robots will do the rest
3. Move your interaction
off the screen
WHAT TO DO IN A POST-MOBILE ERA (IT’S HERE)

29. “ it takes 20 years from the
time a product begins in
the lab until it gets a
chance at hitting the
mainstream.”
- BILL BUXTON

30. “ the best way
to complain
is to make
things”
JAMES MURPHY, LCD SOUNDSYSTEM

31. Art &
Inspiration
DIGITAL LAB LIVE’S 2013 SXSW COVERAGE

32. “I’ve spent a lot of my time
butting heads with other
people’s lack of imagination”
‘A CONVERSATION WITH NICK CAVE’

33. Nick Cave captured the
feeling shared by many.
Just because something has
been done the same way for
along time, doesn’t mean it’s
the only way.
WHAT I LEFT INSPIRED BY

34. Technology has changed
how people behave.
Agencies, brands, artists,
people are changing to
reflect this.
CHALLENGING CONVENTION & BEHAVIOR

35. There was a feeling of
experimentation.
With new methodologies,
techniques and processes.

36. Technology as the idea
Ideas that come from anywhere
Digital labs
Quick, agile collaboration
FOUR WAYS AGENCIES & BRANDS ARE REDEFINING IDEAS

37. Traditional Idea Model
Idea > Execution
R/GA Model
Technology > Idea
*This is what the user experiences.
R/GA REDEFINING HOW IDEAS ARE MADE

38. 1. Start with technology that
aligns to your strategy
2. Get specific and embrace
constraints
3. Brainstorm ideas within
limits
R/GA METHODOLOGY FLIPS THE MODEL ON ITS HEAD

39. DeviantART is truly
embracing their audience
in creation of ideas.
DEVIANTART: AUDIENCE VS CREATOR

40. Their theory: the people
who buy your end product
should have a say in the
creation of it.
(Mass Effect 3: A cautionary tale)
DEVIANTART: AUDIENCE VS CREATOR

41. Seems logical, right?
This isn’t new.
This was how Charles
Dickens wrote Great
Expectations.
DEVIANTART: AUDIENCE VS CREATOR

42. Clive Barker wrote Chapter One as
inspiration.
People submitted Chapter Two.
One was chosen.
And so the process continued.
EXAMPLES OF THIS THINKING IN ACTION

43. BBDO 747LABS
•Clemenger Melbourne
•Internal innovation labs
•Consultants to broader agency
•Solve problems through tech
CLEMEMGER BBDO MELBOURNE, AUS

44. Scrum: multiple small
teams working in an
intensive and
interdependent manner.
FABRIQUE, NETHERLANDS

45. The Traditional Approach
Planners write a
brief
Creative concept
Present ideas to
account and client
WATERFALL APPROACH

46. AGILE APPROACH: CONCEPT > TEST > ITERATE

47. Agency Implications
•Trial new ways of working
•Ideas that incorporate the
audience
•Idea & design sprints
IMPLICATIONS

48. Culture &
Entertainment
DIGITAL LAB LIVE’S 2013 SXSW COVERAGE

49. RAISING A NEW GENERATION OF DIGITAL NATIVES
CONVERGENCE OF ENTERTAINMENT + TECHNOLOGY
CULTURE + ENTERTAINMENT TRENDS @ SXSW

50. Digital Natives

51. We’ve always thought we
were digital natives.
But we’re not.
Then.
Now
.
THE MYTH & REALITY

52. How do parents raise digitally-
savvy children without relying on
the convenience of technology as a
babysitter?
THE ANXIETY

53. Technology enables parents of children
with special needs to have access to
affordable apps that help accelerate
developmental progress.
THE SILVER LINING

54. Disconnect between perception and
reality of teen cyber-bullying.
TEENS IN THE LINING. AGE
THE SILVER DIGITAL

55. PRIVACY ≠ NO ONLINE PRESENCE
TEEN DRAMA ≠ BULLYING
PARENTS ≠ RESOURCE FOR BULLYING
MISCONCEPTIONS OF TEENS ONLINE

56. Be less tone deaf. Use our power as
storytellers to tell more intelligent
stories to teens.
Provide solutions for teens to reach
out to one another for help.
IMPLICATIONS FOR MARKETERS

57. Hollywood + Tech

58. BIG SHOTS & GEEKS

59. Now, technology is often a companion, second screen
experience for entertainment that enhances the traditional
passive experience, and creates new channels for discovery.
CONVERGENCE OF HOLLYWOOD + TECH

61. • A closer integration of Hollywood and Tech is
opening up opportunities for brands to create rich,
engaging second screen experiences for consumers.
• The growth of You Tube networks means brands
must look outside of traditional channels such as TV to
connect with their audiences.
IMPLICATIONS FOR MARKETERS

62. Content &
Distribution
DIGITAL LAB LIVE’S 2013 SXSW COVERAGE

63. Shifts in
Hollywood

64. “I think television
has a limited shelf
life. I also think the
internet has a
limited shelf life”
Harvey Levin, TMZ

65. "The goal, is to
become HBO
faster than HBO
can become us."
Reed Hastings, Netflix CEO

66. By building from assets up,
TMZ grew beyond a website,
and now has a TV show, radio
show, and bus tour.

67. Hawaii Five-0 ran
two different finales,
on each coast based
on social feedback

68. Demystifying
“Viral” Videos

69. 85% of these views
were paid for
TV spots don’t drive earned views efficiently

70. Videos like this drive
steady earned views

72. Social Content

73. “You could have a huge
marketing budget, but if nobody
wants to share your content and
ideas then it’s not working.”
-Jonah Peretti, Buzzfeed CEO

74. Understand the platforms

75. Social content
doesn’t have to
have high
production
value

76. 1.) Have a heart, be emotional
2.) Connect with identity
3.) Be nimble & responsive
4.) Humor is always worth sharing
5.) Nostalgia - Remember when?
6.) Don’t post things people are
embarrassed to share

77. Content and distribution planning should
be built from assets up, not channels down
Social media is a huge focus group
Designing content for social sharing can’t
be an afterthought
IMPLICATIONS

78. The
Future
DIGITAL LAB LIVE’S 2013 SXSW COVERAGE

79. “ The future is already here;
it's just not very evenly
distributed.”
- WILLIAM GIBSON, 1993

80. THE BEST PART ABOUT A SMARTPHONE
IS NOT THAT IT’S EASY TO USE.

81. MANUAL INPUT IS SLOW AND TEDIOUS

82. BUT WE NEED IT TO GET WHAT WE WANT.

83. SOME PASSIVE TECHNOLOGY IS ALREADY HERE.

84. AND THE CRAZY STUFF IS JUST A FEW MONTHS AWAY.

85. IT WILL CHANGE THE WAY WE ACT

86. THE WAY WE COMMUNICATE

87. AND THE WAY WE REMEMBER.

88. Google Glass
acknowledges what our
brains are good at, and
helps us out with the rest.

89. This changes the way that
we think.

90. THIS, TOO.

91. WHEN YOU CHECK IN AT 2 AM...
AND GET FOUR HOURS OF SLEEP...
YOUR WEIGHT GOES UP TWO
POUNDS ONE WEEK LATER.
WE CAN UNDERSTAND MORE ABOUT OURSELVES AND OUR PATTERNS.

92. Needless to say:
Our online and offline
lives co-exist and overlap.
Soon, they’ll be
indistinguishable.

93. (for real, this time)

94. “ Learning to invade
someone's space with
more marketing does not
make you a better
company.”
- OLIVIER BLANCHARD

95. 2009: Interruptive advertising is annoying
2010: Interruptive advertising is avoidable
2012: Interrupting is starting to actually backfire
2014: Interruptive advertising is moot
- OLIVIER BLANCHARD

96. FORGET WORRYING ABOUT THIER ATTENTION SPAN:
IT WON’T EXIST.

97. THEY WON’T EVEN BE HERE.

98. THEY’LL BE OUT IN THE WORLD,
ACTIVELY DECIDING WHAT’S RELEVANT. AND IGNORING THE REST.

99. As our audiences become
harder to reach,
we have to create experiences
they actually want to have.

100. ... LIKE TACOS.

101. APPS

102. Interesting Apps but nothing to write home about
Hater
MessageMe
Takes
Thread
Hindge

103. SxMiscellaneous
Vine Booth Memoto Olapic

104. See you next
year!