SXSW Interactive 2015 is set to take off! This year’s festival is bigger than ever, and with more than 600 different panels to choose from, attendees have some tough decisions to make. So, the Digital Lab has assembled its own day-by-day “curated tour” of SXSW specifically for brands and marketers. We’ll also be reporting back live from Austin all week, so be sure to follow us on Twitter at @TheDigitalLab.

1. @

2. SXSW Interactive 2015 is set to take off! This year’s
festival is bigger than ever, and with more than 600
different panels to choose from, attendees have
some tough decisions to make.
So, the Digital Lab has assembled its own day-by-
day “curated tour” of SXSW specifically for brands
and marketers.
We’ll also be reporting back live from Austin all
week, so be sure to follow us on Twitter at
@TheDigitalLab.

3. FRIDAY, MARCH 13TH

4. The 3M LifeLab
3M is making a splash at SXSW 2015, with a number of awesome events and
experiences around town.
Visit the one-of-a-kind 3M LifeLab structure. It’s an interactive experience at
Brush Square Park (East 4th and Trinity) made with innovative 3M materials and
designed by the world-renowned architects at SOFTLab.
Look, listen, touch and learn how much 3M science has been powering life-
changing innovations for more than 100 years. At the 3M LifeLab (open March 13 –
15 from 10am – 6pm daily) you can:
• Pick up a tote, draw your own design on a Post-it® Dry Erase Surface for a
maker to create using 3M™ Scotchlite™ Reflective Material
• Get a one-of-kind photo of yourself at our Dazzle Booth. The black background
transforms into a brilliant white light, thanks to the 3M™ Scotchlite™ Reflective
Film 680
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13 Friday – Sunday
10:00AM – 6:00PM Daily
Brush Square Park
East 4th and Trinity

5. VISA’s Everywhere Lounge
Every March, Austin hosts the largest interactive conference of the year.
Thousands of the smartest minds around the globe from digital, social and
mobile come together to network, learn and discuss the latest trends.
This year, VISA is hosting a series of events during this interactive conference in
Austin in a space we’re calling the Everywhere Lounge. The Lounge will be
open daily where you can experience VISA mobile commerce with Apple Pay &
VISA Checkout, craft coffees & micro-brews from the Wright Bros. and a
farmer’s market style cafe showcasing Austin & the San Francisco Bay Area.
(Limited space. Confirmed RSVP required for some events.)
For full list of VISA events please visit:
http://visatechmatters.tumblr.com/post/112817923405/join-us-at-visas-
everywhere-lounge-in-austin
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13 Friday – Tuesday
9:00AM – 7:00PM (Various Events)
908 East 5th St & San Marcos St

6. What is a Brand Now Anyway?
11:00AM - 12:00PM
Sheraton Austin: Capitol Ballroom
701 E 11th St
It used to be so simple. Brands were meant to assure the
quality of a product that manufacturers sold and consumers
bought. But in the digital age, connectivity and community
bring immediate transparency to most products, begging the
question what function brands serve now? Digital platforms
invite, almost require that producers have voices, hold
conversations, build relationships – behave more like people
than manufacturers. And now consumers themselves take an
active role in shaping the reputation and nature of brands
almost in real time. Reputations can be sullied so quickly
online, but can they be rebuilt and reformed? We ask three
prominent brand marketers to reflect on the big question –
how has the digital revolution changed the value and purpose
of a brand?
Presented by Media Post
Presenters:
James Ward
EVP Chief Strategy &
Integration Officer
Doner Partners LLC
Laura Gordon
VP Brand Innovation
7-Eleven
Russell Wager
VP Marketing
Mazda
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
Vinoo Vijay
Exec VP / CMO
TD Bank
N/A

7. #nofilter: Pros and Cons of
Constant Connection
12:30PM – 1:30PM
JW Marriot: Salon 8
110 E 2nd St
What is the true cost of being connected online 24/7? Is what
we get worth what we give up? These are the conversations
we will have with #NoFilters: The Pros and Cons of Constant
Connection. We’ll examine how technology is evolving human
behavior in business, education, advertising, pop culture,
parenting and more, and how it is changing our ideas of
privacy, entertainment and our own sense of self. Then we'll
discuss the benefits and possible consequences of these
emerging digital experiences.
Presenters:
AJ Scherbring
Associate Creative
Director
Digitaria
Jenny Stoltenow
Posy-it® Brand Mktg
Communications Manager
3M
Krystine Batcho
Professor
Le Moyne College
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
Paul Tyma
Co-Founder
Refresh
N/A

8. Do You Know the ROI of WOM?
Do You Want To?
12:30PM – 1:30PM
Hyatt Regency Austin: Zilker Ballroom 2
208 Barton Springs Rd
Many marketers recognize that word of mouth (WOM)/earned
media, online and off, is the most effective form of advertising, but
precisely how effective is it? Up to now, there’s been no industry-
wide, definitive study to answer that question, but the Word of
Mouth Marketing Association (WOMMA) has changed all of that
with its new “Return on WOM” study. We now know the ROI of
WOM marketing and, more importantly, how it can be maximized
for brands across a variety of categories.
This study has brought together leading brands across a variety of
categories to share data and insights, and in this panel, study
participants (as well as Peter Storck, Chairman of the WOMMA
Research & Measurement Council) will discuss how the results finally
quantify the value of earned media relative to paid/owned, and
what that means for the future of WOM. This is a unique opportunity
to learn what cutting-edge market-mix-modeling techniques reveal
about how WOM should fit into your overall marketing mix.
Presenters:
Beth Rockwood
SVP, Marketing Resources
Discovery Communications
Edward Wild
Sr Dir, Analytics – Pepsi
Beverages
PepsiCo
Greg Pharo
Director, Marketing
Research & Analytics
AT&T Mobility
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
Peter Storck
SVP Research & Analytics
House Party Inc
N/A

9. Content Marketing vs Don Draper:
The End of Ads
2:00PM - 3:00PM
Sheraton Austin: Capitol Ballroom
701 E 11th St
From branded entertainment and viral video to native
advertising and social media presence, the real innovation,
creative energy and money in digital marketing seems headed
away from traditional advertising. It is all about content now.
Brands are publishers, entertainers, resources. Sponsors don’t
interrupt digital media experiences; they help build and
enhance them. They need to reach out to niche audiences in
countless smaller channels with custom content that is
relevant to that consumer. So, is advertising as we know it a
relic of 20th century mass media? Is there still room for the
big idea in this world of fragmented, personalized
experiences? Is Don Draper obsolete?
Presented by Media Post
Jamie Reillly
Chief Creative Officer
Kastner and Partners
Linda Boff
Global Exec Dir. Brand
Marketing
GE Corporate
Maya Kosovalic
Head of Media and
Digital Communications
L’Oreal
Stephanie Losee
Managing Editor
Dell
N/A
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
Presenters:

10. Brand and Deliver:
Creating Custom Branded Content
3:30PM - 4:30PM
Hyatt Regency Austin: Texas Ballroom 4-7
208 Barton Springs Rd
These days, it seems like every production pro out there is
creating custom branded content—whether for their own
brand or for another company. But nobody makes it better –
or funnier – than the folks at leading comedy website
CollegeHumor.
Two often at the helm of CollegeHumor's branded content
efforts – Spencer Griffin (Vice President, Big Breakfast;
Executive Producer, CollegeHumor) and Luke Simmons
(Director of Branded Content, Electus Digital &
CollegeHumor) – will team up for a discussion exploring how
to navigate both the creative side to making a fun idea within
the constraints of a brand's message, and the production
reality of working with tight budgets, big expectations, and
sometimes celebrities.
Luke Simmons
Creative Director
College Humor / Electus
Digital
Spencer Griffin
VP
Big Breakfast
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
Presenters:

11. How SciFi Drives Marketing
In the Exponential Age
3:30PM - 4:30PM
Hyatt Regency Austin: Zilker Ballroom 2
208 Barton Springs Rd
Historically, Fortune 500 marketers, including home improvement
retailer Lowe’s, grew their brands through mass exposure to unified
radio and television audiences.
Today, individuals expect on-demand, interactive content that engages
and inspires. Marketers use storytelling to build emotional connections
with consumers, but often fall flat.Companies like Lowe’s, SciFutures
and Opera Mediaworks are succeeding with a new approach to
storytelling – even hiring science fiction writers to bring possible
futures to life for executives and consumers.
Tangible examples of effective storytelling in the Exponential Age are
the Holoroom, a home improvement simulator from Lowe’s and
SciFutures that allows people to create dream homes in augmented
reality, and Opera Mediaworks' AdColony Instant Play marketing
platform that delivers HD mobile video with no load times. Join this
session to learn how Lowe’s, SciFutures and Opera Mediaworks deliver
consumer experiences of the future today.
Ari Popper
CEO & Founder
SciFutures
Kyle Nel
VP Head od Innovation
Labs – Lowe
Lowe’s
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
Presenters:

12. SATURDAY, MARCH 14TH

13. Trailblazers in VR Domain
12:30PM - 1:30PM
Austin Convention Center: Room 18ABCD
We are witnessing an unprecedented evolution in VR that will
lead to new forms of entertainment experiences.
Everyone dreams of the VR cinema of tomorrow but it is clear
that porting over the storytelling language of traditional cinema
is not the answer. Or is it? How do you tell an emotionally
engaging story in VR?
Join a conversation moderated by producer Amit Breuer with
trailblazers sharing their discoveries and challenges in
producing and engaging audiences in VR: Jason Rubin, Head of
Worldwide Studios at Oculus VR, Wolfgang Bergmann, CEO of
ARTE Germany, Europe’s largest cultural network who is
exploring VR as a content platform to reach audiences, and
Thomas Wallner, head of DEEP360, a Toronto company
developing tools for VR based cinema.
Amit Breuer
President
Amythos Media Inc
Jason Rubin
Head of Worldwide
Studios
Oculus VR
Thomas Wallner
Founder Pres
DEEP Inc
Wolfgang Bergmann
CEO
ARTE Deutschland
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
Presenters:

14. Social Media and Diversity:
The ROI for Brands
3:30PM - 4:30PM
Austin Convention Center: Ballroom F
Within the next 5 years, multicultural consumers will drive 86% of
the total spending growth in retail. Looking at future potential
earnings without including these groups will only address 10% of
the growth opportunity; leaving money on the table. Racially
diverse populations have $3.2 trillion in buying power while
LGBT buying power is currently $790 billion. It's important for
brands and marketers to recognize and harness this immense
potential. The best decision a brand can make is to embrace
emerging markets within its marketing and business strategy.
Social media allows brands and marketers to build communities
and start conversations among emerging and diverse audiences
in ways that were not possible before. The panel will focus on
how brands and marketers can strategically create an inclusive,
authentic community using social media in order to create loyal,
life-long customers and brand advocates.
Abraham Cajudo
Founder / Director
Framekicker
Andre Blackman
Principal Strategist
Pulse+Signal
Nailah Blades
CEO
Donna+Nailah
Pam Slim
CEO
Ganas Consulting LLC
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
Presenters:

15. Latino Tech-Culture Powers Up
5:00PM – 6:00PM
Austin Convention Center: Ballroom F
NPR, Nielsen, AT&T and EthniFacts examine how Latinos are
using technology to explore and redefine their evolving
cultural identities. Trends writer & researcher, Guy Garcia, will
moderate a panel featuring Maria Hinojosa of "America by
the Numbers" which focuses on the dramatic demographic
shifts affecting the country. Joining Maria will be Monica Gil
of Nielsen who will share the most recent technology usage
cross-platform data used by Latinos. Cristina Gamboa of
AT&T will join them to discuss the business implications for
companies like AT&T, one of the largest technology
companies in the world.
Cristina Garcia Gamboa
Director of Hispanic
Marketing & Advertising
AT&T
Guy Garcia
Pres New Mainstream
Initiatives
EthniFacts
Maria Hinojosa
Anchor & Exec Producer,
Latino USA, NPR
Futuro Media Group
Monica Gil
Sr VP & GM Multicultural
Growth & Strategy
Nielsen
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
Presenters:

16. SUNDAY, MARCH 15TH

17. Biometrics and Identity:
Beyond Wearable
9:30AM - 10:30AM
JW Marriot: Room 203-204
110 E 2nd St
From mobile devices to wearable gear, the increasingly ergonomic,
small, lightweight, body conscious, attachable, controllable and
comfortable devices we use are becoming physical extensions of
ourselves. From phone to fitbit, as we become more dependent on
these devices, our comfort level with the capture and use of our
intimate personal data increases. However, will we become
comfortable using our biometric and genomic data to digitally
unlock our every day lives -- from car to communications, home
security to banking, healthcare to services? We are moving beyond
wearables, to an age where products like biyo, which connects
physical payment to a scan of the unique veins in the human palm,
are becoming present market realities. What are the implications of
using personal biometric data as the virtual keys that unlock our
very real lives? How should we feel about using such sensitive,
personal data as a means of self-identification? Part of the IEEE
Future Identity Series.
Heather Schlegal
Futurist/Social Scientist
The Purple Tornado
John C Havens
Founder
The H(app)athon Project
Leslie Saxon
Executive Dir/Founder
USC Center for Body
Computing
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
Presenters:

18. My Data Belongs to Who?
9:30am – 10:30am
JW Marriott [Room 205]
In the early days of radio, the revenue model was to sell radio sets.
But households only need a finite set of radios. More valuable than
the radio itself was the information that the radios could receive.
And the business model shifted from hardware to advertising -- a
share in the information.
Today we're at the dawn of the age of connected devices. As with
radio, value ultimately comes not from the hardware, but from the
data and the information it represents. From wearables to smart
homes, and self-driving cars to genomics, we're collecting
unprecedented quantities of data, much of it incredibly personal.
In this world of ubiquitous measurement, who should be entitled
to a stake in all of this data? What is the impact of user
agreements on the data coming off of wearables and other
devices? With larger players entering the wearables space, it's
becoming a big deal who owns the data and why.
Ernesto Ramirez
Program Director
Qualified Self Labs
Rachel Kalmar
Data Scientist
Sensored
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
Presenters:

19. The Future of Native Advertising
11:00am – 12:00pm
Hyatt Regency Austin [Ziker Ballroom 2]
Suddenly, native advertising is everywhere. In your searches,
your favorite publications, and social feeds. But really, native
has been around for a long time. Part of the reason native
advertising has exploded recently is that consumers are hard
to pin down. They are constantly mobile, use multiple devices,
have shorter attention spans than ever, and demand
relevance in everything they consume. Therefore, marketers
must be more strategic with their ad creation, meanwhile,
social platforms must prove they can be profitable businesses
and publishers are desperate for new revenue streams. The
result is the perfect storm of native advertising creation.
However, content simply disguised as part of the experience,
with a subtle ‘sponsored’ tag is hardly innovative. Native
advertising is the future, but it will look very different than
what we see today. In this panel we will discuss the future of
successful native advertising and why it will benefit both
advertisers and consumers.
Brewster Stanislaw
CEO & Co-Founder
Inside Social
Jill Jing
SVP Mktg & Partnerships
Cartoon Network, Adult Swim
Mitch Brandow
Exec VP
Energy BBDO
Nikhil Sethi
Co-Founder & CEO
Adaptly
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
Presenters:

20. Your Connected World:
What Did You Sign Up For?
3:30PM - 4:30PM
Austin Convention Center: Ballroom A
We’re already on a speedy path to a fully connected life whether
you’ve embraced it or not. People now have the convenience of
stringing together various products – from wearables that talk to
your thermostat to smart washing machines and refrigerators – to
aid in making life more seamless, thanks to the Internet of Things.
But how risky is this for you and I? What about privacy? How will
my data be used? Are my non-connected devices now useless?
Scott Weiss, General Partner at Andreessen Horowitz and Quirky
CEO Ben Kaufman will discuss the impact connected products have
made on our lives thus far, which industries are heating up for
adoption and what can be expected next. What does the fully
connected life look like? How long will it take to get there? Hear
from a seasoned investor and entrepreneur on the front lines as
they paint what the connected future will look like – and how you
might be able to help build it.
Ben Kaufman
Founder & CEO
Quirky
Scott Weiss
General Partner
Andreessen Horowitz
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
Presenters:

21. MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
Omnicom/Marketo CMO Panel
4:00PM - 5:00PM
The Vulcan Gas Company
Join Marketo and Omnicom for an exclusive CMO panel discussion.
Panelists will include Marketo’s CMO, Sanjay Dholakia, as well as
CMO’s from Annalect, Esurance, Philips, GM, and TBWA, who will be
discussing the future of marketing in this rapidly changing
landscape.
To attend, register here:
https://www.eventbrite.com/e/marketos-engagement-lounge-at-
sxsw-sunday-march-15th-registration-15594957939

22. DJ TOKiMONSTA
Global Head of Consulting
CAA Sports
MONDAY
MARCH 16
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
Presenters:
3M and BBDO:
MTV DJ From The Heart
4:00PM - 5:00PM
3M LifeLab Tent: Brush Park
To cap off a weekend of celebrating 3M Innovation in the LifeLab
Tent, 3M and BBDO are partnering to host a similarly innovative
music event. Famed DJ, TOKiMONSTA, will perform an hour long
set in the LifeLab Tent. The catch? TOKiMONSTA’s set will be
controlled with a 3M Littmann Electronic Stethoscope, taking the
beat from TOKiMONSTA’s heart and using it to set the beat for
the music.

23. MONDAY, MARCH 16TH

24. Behind the GIF: The Future of
Online Visual Culture
9:30am – 10:30am
Austin Convention Center: Room 12AB
Communication online is increasingly visual. Whether GIFs, emoji,
or image macros - the emergent culture of the web is centered
around images more than text or full video. How did this happen?
What are the root causes? And where is it likely to go into the
future?
There are many parts to this story: part of it is generational - there
have been important shifts in the communication behavior of
younger and older demographics of web users. Another big part
of the story is infrastructure: platforms like Imgur, Tumblr, and
Giphy has propelled the accessibility and ease of sharing images
at rapid speed through the communities of the web.
This panel will bring together an unprecedented conversation
between the creators, platforms, and commentators of the
evolving visual frontier of the web. We’ll tackle the latest
developments in the space, and give a glimpse of what’s to come.
Alex Chung
Founder & CEO
Giphy
Selena Larson
Journalist
The Daily Dot
Tim Hwang
Director of Marketing
Imgur LLC
Victoria Taylor
Dir. of Communications
reddit
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
Presenters:

25. Conversations with
Digital Natives: Teens Talk
11:00am – 12:00pm
Hyatt Regency Austin
Gen Z is set to be one of the largest segments of the population and
is very different than previous generations. They’ve grown up with
tech & a very different media world. They’ve come off a recession,
changing their view of work & money. They’re more connected than
ever before, but in smaller circles. They are the DIY generation,
coding, using 3D printers and not afraid of what tech can do.
Sydney & William, two 13 year olds from the NY Metro area, have
been interviewing their peers to get a better view into how they live
and their relationships with tech & media. You’ll hear first-hand what
this generation, of teens, is doing, thinking and making. What are the
trends they're seeing and what do they think the future holds? How
do they feel about the pressing tech issues of the day? Do they
share the same concerns of tech that older generations have? In
addition, they will share video interviews with other students from
their school, to show a broader range of thinking and opinion.
David Polinchok
Dir of Marketing
AT&T Big Data
Sydney Polinchock
Student
Montclair Kimberly
Academy
William Goodall
Student
Montclair Kimberly
Academy
TUESDAY
MARCH 17
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
Presenters:

26. Stories Asunder:
Tales for the Internet of Things
2:00PM - 3:00PM
Austin Convention Center: Austin Suite
In the future, even inanimate objects will be squawking for your
attention. Let’s give them something interesting to say!
We experiment with site-specific storytelling. Asunder is an
Austin-based mobile app that uses iBeacons for non-linear
hyper-local stories. Two projects in Amsterdam are the
HearUsHere augmented audio platform and a museum project
that unlocks the stories of Dutch Golden Age paintings.
Our panel will discuss:
• New narrative patterns of site-specific storytelling
• Best practices for content that is site-specific, nonlinear, and
dispersed
• Using stories + IoT reconnect us to our surroundings
Join us as we build the future of storytelling by re-purposing the
IoT for the public sphere.
Heath Pecorino
Futurist
The Short Box
Klasien van de Zandschulp
Sr Interaction Designer
Lava Lab
Lisa Woods
UX / UI Designer
thirteen23
Sam Patteson
Lead Mobile Developer
Rosetta Stone Ltd
Shaun Dubuque
Sr. Software Engineer
Retailmenot Inc Labs
FRIDAY
MARCH 13
SATURDAY
MARCH 14
TUESDAY
MARCH 17
SUNDAY
MARCH 15
MONDAY
MARCH 16
Presenters:

27. Lessons from BuzzFeed
3:30pm - 4:30pm
Austin Convention Center: Exhibit Hall 5
Co-founder and CEO Jonah Peretti will share how BuzzFeed
emerged from the early web scene of memes-makers and
bloggers, grew into a global news and entertainment company,
and continually adapted as the web changed and new social
platforms emerged. For the first time, he will share the internal
strategy document that BuzzFeed is using to drive their next
stage of growth in a world where links, browsers, and desktop
computers are increasingly less important. The talk will include
lessons you can apply to your own work and help you prepare for
major industry shifts that are already underway.
Jonah Peretti
CEO & Co-Founder
BuzzFeed
FRIDAY
MARCH 13
SATURDAY
MARCH 14
TUESDAY
MARCH 17
SUNDAY
MARCH 15
MONDAY
MARCH 16
Presenters:

28. SADvertising:
Why Tears Are the New Tactic
5:00pm - 6:00pm
Hyatt Regency Austin: Hill Country ABCD
It’s time to stop blaming the onions and admit it, todays’ ads and
online videos are making us cry. There seems to be an increasing
desire among marketers to move from the funny, sexy, aspirational
associations with their brands in favor of making a connection with
their consumer with an emotional gut punch. From Skype’s stirring
story of two girls whose friendship flourished half a world away, to
Swiffer’s inspirational look into the domestic life of a disabled man,
emotional content is only growing stronger as a teary trend in the
advertising landscape. We’re moved, but do we act?
And what’s fueling this trend? Why is more value being placed on
true story content that promises a good cry? Hear from brands and
advertisers on both sides of the (sob) story to learn when sentiment
trumps logic and how to incite that deeper connection without being
emotionally manipulative. We’ll discuss the role that social sharing
and technology play while maybe—just maybe—shedding a tear or
two.
Pete Carter
Marketing Director &
Creative Strategist
Proctor & Gamble
PJ Pereira
CCO & Co-Founder
Pereira & O’Dell
Heidi Arthur
SVP, Group Campaign
Director
Ad Council
Teressa Iezzi
Writer, Editor
Fast Company
FRIDAY
MARCH 13
SATURDAY
MARCH 14
TUESDAY
MARCH 17
SUNDAY
MARCH 15
MONDAY
MARCH 16
Presenters:

29. Tools of an Industrial Craftsman
5:00pm - 6:00pm
JW Marriot: Salon B
110 E 2nd St
In today’s ever connected world, user experience is the
building block of a smarter, more contextualized life. The
Industrial Internet is driving the physical world to a more
efficient place, and more than ever people are interacting with
the machines – from jet engines to wind turbines – around us.
But this human-machine interaction is not possible without
craftsmanship. This discussion will focus on how designers and
developers are working together to create new trends and
how technology and traditional craft can and will co–exist.
Greg Petroff
GM of the User Experience
Center of Excellence
GE Software
Kendra Shimmell
Managing Director
Cooper
Andrew Crow
Head Design
Uber
FRIDAY
MARCH 13
SATURDAY
MARCH 14
TUESDAY
MARCH 17
SUNDAY
MARCH 15
MONDAY
MARCH 16
Presenters:

30. TUESDAY, MARCH 17TH

31. Contextual Mobile UX in the
Age of Beacons/Wearables
11:00am – 12:00pm
Radisson Town Lake: Riverside Ballroom
In the mobile era, the air in nearly every store, museum, mall,
park, concert, and stadium is increasingly influenced by the
digital. From search and social to shopping, users want the speed
and experience of the online world, offline–and the same players
that took half the pie with ecommerce have now set their sights
on the physical store.
With beacons rolling out across the country, the age of
contextual mobile experiences is upon us.
Thanks to these devices, we’re on the verge of seamless digital
enhancement for our offline lives. This panel will discuss some of
the coolest ways that smarter phones could help us in the very
near future.
Presented by InMarket.
Sohrab Pirayesh
VP Design & UX
inMarket
Craig Kostelic
Head of Sales
Bon Appetit & Epicurious
Chris Hiland
Chief Strategy Officer
BPN
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
Presenters:

32. Media, Tech, and What’s Next?
12:30PM - 1:30PM
Austin Convention Center: Exhibit Hall 5
Join Pete Cashmore, Mashable Founder and CEO, as he discusses
what 2015 has in store for technology, social media and its
convergence with the digital media industry. The fireside chat will
cover how technology, social media and the explosion of digital
have and will affect the world’s consumption habits, business
models and the way we live.
Julia Boorstin
Reporter
CNBC
Pete Cashmore
CEO, Mashable
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
Presenters:

33. The Future is Short-Form:
Storytelling for Today
12:30pm – 1:30pm
Hyatt Regency Austin: Texas Ballroom 2-3
Short-form content has emerged as a new form of storytelling
as Millennials continue to alter their entertainment consumption
habits. With the ubiquity of mobile phones and tablets,
Millennials are watching short, snackable video clips more than
ever. In this session moderated by Bloomberg’s Lucas Shaw,
Bonnie Pan, executive vice president of programming at Maker
Studios will discuss the rise of short-form content and changing
viewing habits.
Pan will share her exclusive insight on working with brands and
content creators to develop new, innovative programming for
Maker’s millennial audience. This session will discuss best
practices for storytelling using short-form content and why this
new medium has resonated so strongly with Millennials.
Bonnie Pan
Exec VP of Programming
Maker Studios
David Freeman
Co-Head
Creative Artists Agency
Lucas Shaw
TV + MusicReporter
Bloomberg News
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
Presenters:

34. Data Visualization for
Social Good
2:00pm – 3:00pm
Trinity Hall
Data Visualization is a powerful practice for making sense of raw
data. In this hands-on session, we will work with open data from
the City of Austin to create prototypes that visually represent
public data and invite exploration and explanation. Our
prototyping work will also reveal a broader framework for the
visual representation of data: why we do it and how to do it
effectively. The prototypes created in the session will be
presented to the City.
This event is part of the Social Good Hub Program, learn more at
http://sxsw.com/sxgood.
Located in the Social Good Hub Theater
Aaron Hall
Asst Prof. of Data Visualization
Parsons
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
Presenters:

35. Corporate Capital:
A Best Kept Secret
3:30pm – 4:30pm
Hilton Austin Downtown: Salon K
500 E 4th St
Entrepreneurs have a lot of choice when it comes to getting off the
ground: from bootstrap, to angels and traditional VC, and that scary
new kid on the block: corporate. Samsung, GE, Google, Intel. The
biggest names in technology have made the move into corporate
investment. Why…and what’s it mean for you?
These brands recognize that true innovation for the long haul
comes from collaboration. It’s not just about acquisitions and
competition. A focus on strategic guidance, rather than simply
financial returns, yields a new kind of freedom and experimentation.
They’re putting real money behind emerging markets for growth –
and validation -- like we’ve never seen. The nimbleness of startups
married with huge global resources has set fire to the startup world,
bringing products to market sooner, at global scale. And we’re just
getting started.
Join us to explore the ins and outs of the industry’s latest trend
that’s clearly here to stay – and learn how your startup can join the
fun.
Luis Arbulu
Director of Strategic
Investments
Samsung Global Innovation
Center
Rafael Torres
Head of Healthcare
GE Ventures
Stephanie Hospital
Founder
One Ragtime
FRIDAY
MARCH 13
SATURDAY
MARCH 14
SUNDAY
MARCH 15
MONDAY
MARCH 16
TUESDAY
MARCH 17
Presenters: