This document provides 20 microtrends observed at SXSW 2015. Some of the key trends include Millennials' negative response to McDonald's marketing, the popularity of hands-on learning among kids, Grumpy Cat's celebrity status drawing large crowds, an emphasis on health and wellness, the growing power and influence of women in business and tech, the rise of livestreaming apps like Meerkat, global influences from countries like Brazil and Japan, Samsung's efforts to dominate in Apple's absence, a focus on practical applications of robotics, the success of NASA's interactive exhibit, the continued popularity of pedicabs over ridesharing services, and the influence of brands like Herschel and Google Fiber.

1. Trend report from SXSW 2015:
20 Interesting Microtrends
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2. MILLENIALS’ McREVENGE?
A PR slip-up with the “Ex Cops” brand has left its mark on McDonald’s during SXSW. Despite
strenuous efforts and one successful night of their food truck, McDonald’s couldn’t attract
Millennials during the festival. The greatest example of the company’s helplessness was their
unusually poor stand in Convention Center which allowed you… to charge your phone.
Maybe SXSW is just not a good place for this company?

3. KIDS JUST WANNA HAVE FUN
The exhibition held by companies from the “Makers” industry which attracted particularly the
youngest participants wonderfully showed (and reminded the adults) how important in their
development is the broadly understood practice. Paying no heed to final results of works,
nothing can replace translating theory into practice, experimenting and learning about the
world tangibly.

4. CECATBRITY
For a few years now, the Grumpy Cat’s been undoubtedly the most popular animal at SXSW. Its
phenomenon can be represented by the queue of people waiting outside a restaurant in which
the cat “stayed”. This year, the most Internet cat of the world dominated both on the ground and
in the air.

5. HEALTHY LIFE
Personal health was an important aspect at this year’s SXSW both in the substantial part as
well as in the world of brands focused on the event. The latter issue was dominated by Phillips
which focused on education about healthy nutrition and promotion of their devices for making
natural juice.

6. THE POWER OF WOMEN
The topic of the women’s potential in business and creative areas was raised a number of times during
this year’s SXSW and was an important part of speeches made by lecturers and panelists. There was a
brilliant initiative in the festival village proposed by Dove and Ipsos called “The Girl’s Lounge” which was
very popular. The power of women could be also visible in the distribution of genders among this year’s
speakers – over 42% of them were women. „ Women do the good job in the leadership of companies” -
words spoken by Biz Stone during one of his speech and in front of a full house highlighted the
importance of women in terms of leadership and creating successful businesses.

7. Photo: Flickr: Paul Nolan
The selection of halls and lectures wasn’t the most fortunate in some cases. As a consequence,
there were rooms overflowed by determined participants looking for knowledge at any cost.
Is this how the fear against FOMO looks like in reality?
JUST BE, NO MATTER HOW

8. MEERKAT’S RISE
The application Meerkat has “surfaced” during this year’s SXSW. There was a number of people in
the corridors and at performances who were “livestreaming” the event on their social channels.
Gary Vaynerchuk, during his talk with Jack Welch, appeared with a man who was streaming it all
the time to the observers of Gary Vee’s profile (on the picture). The question is whether “Meerkat”
will be able to stand up “Periscope” without that strong support from Twitter? I doubt it.

9. THE WHOLE WORLD IN AUSTIN
During this year’s SXSW, one could observe strong influences of other, often exotic countries.
Their activities weren’t limited to just being there in the festival village and building “guest house”.
The development of the interactive sector in these countries was mentioned during numerous
speeches and discussion panels. Brazil, Ecuador, Mexico or Japan are just a part of influential
nations at SXSW’ 15.

10. SAMSUNG’S DOMINATION
In the absence of their greatest rival at SXSW – Apple, Samsung tried to mark their presence
and domination as hard as possible. Judging by the results, we can state that their effort
wasn’t pointless.

11. ROBO-HELPERS
In contrast to the 2014 edition, now the topic of robots was raised primarily in regards to the
solutions already available on the market or those that are going to be implemented soon.
Significantly less moonshots topics and more talks about “here and now” as well as searching
for the actual usage of social robots supporting people in their daily actions.

12. NASA HAD A GREAT STAND
The main SXSW fair is the place where it’s difficult to be distinguished. Mainly because of a large
number of exhibitors offering solutions and services that are not necessarily valuable. This year
my attention was dragged mainly to the NASA stand which attracted hundreds of people of
different age thanks to their momentum and primarily accessible way of presenting
“supernatural” topics.

13. Pedicabs, the hallmark of the festival has not given ground to Lyft, the official carrier from the
“Sharing Economy” category. The most accessible and the most unpredictable way of travelling
in Austin has once again won the participant’s hearts. An interesting way for attracting potential
clients was not just distinguishing the vehicle itself but rather its driver. I saw woman-angles
(literally and metaphorically), cheerful Jamaicans and Lord Vader. Just „Keep it weird!”.
PEDICABS > (UBER+LYFT)

14. THIS DECK IS PRESENTED BY...
Yes, you can become a sponsor of every room at SXSW. Even this one. The question is why
a company focused on the Internet threats solutions choose being in… a room for mothers with
children :)

15. Austin is one of first three cities in the USA where the experimental service Fiber is available –
extra fast fiber-optic Internet link. Of course, we couldn’t miss the Google house at SXSW where
they told about advantages and dizzying speed of this service and distributed Google Cardboards
– a VR glasses in a budget form (nevertheless, the sensations they offer are really great).
SUPER-FAST FIBER

16. UNDER THE INFLUENCE
In many shops (not only in book shops) there could be seen recommendations of particular
products, falling outside any definitions of visual identification and artificial corporate messages.
Wrote mainly by people working in a given place. Such a message can reach a particular client’s
need much faster. Especially if it can personalize its sender. Cool!

17. AUSTIN IS SO UP TO DATE
Jimmy Kimmel and Matthew McConaughey have made three advertisements for Austin Vulcan
Video, a cult video rental store in Austin still having VHS tapes on their shelves. The ads were
shown during the Kimmel’s live show at SXSW. One day later the windows of some shops looked
like the ones on the photo below.

18. Photo: Flickr: Kevin Morris
One of the most visible teenage brand during the entire SXSW. Typical these backpacks and
handbags could be seen literally everywhere – both during the substantial part and at evening
events. Herschel, at least for some time, has decoded the changing tastes of Millennials who
often reach for their products.
HERSCHEL NAILED IT

19. DO YOU <3 QUEUES?
Night late events are ok until you don’t have to stay in an endless queue just to have a free
drink and equally free food. Despite its pointlessness, the participants at SXSW love standing
in queues.

20. FAREWELL GOOGLE GLASS
Photo: Flickr: Wilbert Baan
In 2014 Google Glass was a subject of many presentations and talks at SXSW but this year, there
was complete slice about it. Personally I saw just one person with this device. The final nail in the
coffin was driven by Astro Teller from Google X who, during his performance, told in an oblique way
why this product has pulled into a siding of its further development so fast. Hint from me: maybe
people did not look at its design long enough and did not notice how weird someone look with this.

21. This question was often raised during presentations or lectures. Personally I don’t see much
difference and I think there’s no point in asking (in his particular case) and rather just work and
realize your own ideas. I guess this answer was approved by the creator of “We Work” –
a newly opened creative area in Austin, at Congress street, directed towards people with a creative
occupation. A brilliant place for developing new ideas both for Makers and Doers :).
MAKERS OR DOERS?

22. adam@mediafeed.pl
@adamprzezdziek
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