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Experiential Marketing at SXSWi

Presented 3.19.14

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Who Attended
30,000
people who look like

AGE
Under 21 21-34 35-44 45-65 65+ 1% 47% 34% 18% 0%

HH INCOME
Under $25k $25-50k $50-75k $75-100k $100-150k $150-200k 5% 10% 14% 13% 23% 35%

YEARS ATTENDED
1st Year 2-4 Years 5-9 Years 10+ Years 52% 31% 11% 6%

INTEREST IN SXSW
Industry Fan 75% 25%

this.

JOB FUNCTION
Sales Marketing Biz Dev Creative Management Other 10% 15% 8% 22% 23% 22%
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GEOGRAPHY
International 20% Domestic 80%
Source: 2014 SXSW Marketing Prospectus

Who Showed Up

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SXSW ACTIVATION HIGHLIGHTS

Theres a FINE LINE...

NOISE

MAKING
And

IMPACT

MAKING AN
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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
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! !

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
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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 Tweet #poweron for battery swap anywhere around SXSW
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Other

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

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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 !
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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
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Spredfast Girl Talk Concert


! ! Spredfast (a B2B social media management company) hosted a Girl Talk concert at Stubbs SXSWers could win tickets by ! Entering a Twitter sweepstakes ! Attending an open house at Spredfasts downtown office ! Spotting their street team and getting a token Good mix of online and offline promotion and content

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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
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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
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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

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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
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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 theres tons of traffic and pedestrians ! Free t-shirt for test driving them Catch a Chevy ! Offering rides to people between sessions
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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 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
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DIY Drones
! !

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. Heres what preceded this photo. ! Its a rock and roll gorilla. Will you hold it? ! Umm...OK. ! Great. Heres where you can collect your picture.

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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!

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PBJS WORK AT SXSW

Oh yeah,
and there were these

AWESOME
ACTIVATIONS
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ExactTarget Orange Oasis


! 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

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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

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POTENTIAL BRAND OPPORTUNITIES

PAIN POINTS
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sxsw attendee

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

Year by Year SXSWi Attendance


24,569 19,364 14,251

30,621

OPPORTUNITY: Android offered its users branded line-placeholders, who they could text and ask to stand in line for them.

2009

2010

2011

2012

2013
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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 everyones 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.
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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.
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THANK YOU
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