A selection of the best proposed panels in the Branding and Marketing Category for SXSW Interactive 2015

1. S X S W
Interactive
PanelPicker 2015

2. in Branding and
Marketing
426 panels proposed
ADVERTISERS TECH MEDIA
AD AGENCIES
Banana
Republic
General Electric
Live Nation
Viacom
Mondelez
Bonobo
Warner Bros
PepsiCo
Dreamworks
Adobe
Pinterest
Twitter
Square
IBM
Cisco
AOL
Google
Pandora
Skype
Dell
Facebook
The Wall Street
Journal
Buzzfeed
Fast Compay
Mashable
Cartoon
Networks
Esquire
FCB
SapientNitro
DDB
R/GA
Ogilvy
Colle+McVoy
Deusch
Fallon
Jack Morton
JWT
Leo Burnett
DigitasLBi
Havas
Wunderman
Mullen
Y&R
Vivaki
BBDO
McGarryBowen
Pereira O’Dell

3. __Description
Brands Win
N a t i o n a l
Championship
s , N o t
D e f e n s e s
The University of Oregon will win more games
in the next twenty years than any other school
in college football, and there isn’t a single
program in America equipped to stop
them…yet.
You might be surprised to hear that the reason
for this impending success has less to do with
coaching or recruiting, and has everything to
do with marketing. In twenty years, the
University of Oregon will be the premier
program in college football because they’re
building a brand in Eugene, Oregon, whereas
other schools are building teams in four-year,
unsustainable, increments. The days of your
father’s college athletics are over. Dead. Gone.
Not. Coming. Back. It’s not about x’s and o’s
anymore; it’s about crazy uniforms and
polarizing billboards in New York City.
The book challenges that the most successful
college athletic programs of the future will be
those who build the strongest brand, not the
strongest defense or the program with the best
coach.
Brands win championships.
__Who
A d i d a s
http://panelpicker.sxsw.com/vote/38407#sthash.FhVY3A
v d . d p u f
__Link

4. Marketers crap out shitloads of content daily,
but is it resonating with consumers? From
focus groups to social media monitoring tools,
it’s easy for organisations to collect data, but
knowing how to make it actionable is crucial.
Moderated by The Drum, this session will
examine some of the new, innovative
technologies that go beyond sentiment
analysis, such as Relative Insight, which
examines language as data to show brands and
agencies how consumers actually relate to the
brand. For example, BMW puts out messaging
about speed and global engineering, but
analysis of consumer reaction shows that they
actually consider the family elements of the car
to be more important. How should brands
adapt their language to make sure they and
their customers are on the same page? Fortune
500 companies like Dell and global agencies
such as Ogilvy will highlight best practices on
how to better position brands and differentiate
themselves from competitors by applying
consistent brand language.
__Who
R e l a t i v e I n s i g h t
D e l l
O g i l v y U K
T h e D r u m
__Description The Death of
S o c i a l
L i s t e n i n g
http://panelpicker.sxsw.com/vote/33926#sthash.Ib89xGJi
. d p u f
__Link

5. __Description
Culture Clash:
W h e n
Marketing and
P r o d u c t
C o n v e r g e
The rigid division between product and
marketing departments is breaking down,
driven by the need to constantly innovate.
Marketing teams are becoming innovation
groups, where radical new concepts are
developed and tested on large audiences.
Product departments are inviting marketing
and a new breed of innovation agencies into
product ideation. Smart brands are considering
how products can link to digital marketing
before they even go into production and
pitches are being replaced with prototypes.
In a discussion free of buzzwords and bullsh*t,
we’ll dissect how to create a culture of
innovation within your organization. Contribute
to a straightforward conversation with
Deeplocal: the innovation studio that created a
mind-controlled bike and a World Cup ball with
eyes, Hallmark: the greeting card company that
is innovating in cards while developing new
product categories that are emotionally and
digitally connected, and Google: the search
giant that is investing in “moonshots."
__Who
H a l l m a r k
D e e p l o c a l
G o o g l e
Contagious Magazine
http://panelpicker.sxsw.com/vote/37087#sthash.9sQKIFY
5 . d p u f
__Link

6. __Description
Is your word
o f m o u t h
working for or
against you?
Word of mouth marketing has always been a
powerful force and every strategic marketer
knows that customers are more influenced by
fellow customers than they are by vendors.
Now, in the social age, influencers have a
louder and more powerful voice than ever
before. With any luck, these influencers can be
powerful allies for your brand, but what if you
can take the luck out with strategic social
marketing efforts? This session will cover how
to find your key influencers (and detractors),
how to strategically reach out, build
relationships, ignite the passion of your fans,
and identify key success points to measure
your progress.
__Who
S y n t h e s i o
http://panelpicker.sxsw.com/vote/40084#sthash.p5Z6bu
C 4 . d p u f
__Link

7. Is it just us, or is the gulf between what
marketing aspires to be and what it actually is
getting bigger?
Our industry’s original innovators knew it was
about aligning every discipline in a company so
that it could be accurately mapped to the lives
of real people. And yet the more nuanced and
complex the media landscape has become, the
more marketing has been reduced to an
apologetic commodity through which brands
barter for a share of customers’ attention and
wallets, all while we dream of moonshots and
silver bullets.
Technology felt like it could, indeed should help
address this gulf, but instead it’s distorted
reality, creating a near-obsessive belief that
shiny new stuff is the answer, when invariably
all the shiny stuff really does is ask more
questions of a company and its reason for
existing in the world.
In this seminar, Contagious will explore the
theory that true innovation is actually
something that marketing was born to do. It
just forgot how.
__Who
C o n t a g i o u s
__Description Teaching New
Te c h n o l o g y
Ol d T r i c k s
http://panelpicker.sxsw.com/vote/41124#sthash.xCTcAit
q . d p u f
__Link

8. __Description
A c t i v a t e
online brands
through offline
ambassadors
Many online brands are craving the ability to
activate their community offline. And many
audiences have a desire to interact offline both
with the brand and fellow brand-loyalists.
Tapping into that fire in a meaningful and
strategic way, connecting the online
community through offline experiences, will
activate the brand on a level not yet
experienced. There’s a way to make this both
scalable and affordable for any brand.
Create a meaningful role for brand
ambassadors. They will cultivate the most
engaged and enthusiastic champions of your
brand: the ones who will gather offline.
To have a successful brand ambassador
program you need to do four things really well:
Vet, Train, Support and Reward. When you can
do this well, you give your ambassadors
unlimited reach to cultivate your brand’s most
engaged users, your most loyal fans.
If the untapped potential of your brand is an
offline community, then an intentional
ambassador program is for you.
__Who
L e v o L e a g u e
http://panelpicker.sxsw.com/vote/38269#sthash.av28j7b
c . d p u f
__Link

9. __Description
M a s t e r i n g
Shor t Form
Vi d e o wi t h
Smart Humor
With the proliferation of mobile technologies
and new platforms for watching online videos,
the numbers are growing for more effective
short term ads. The evolution of
communications and the visual web is allowing
for a rapid increase in image and video sharing
and there's an opportunity for brands to tap
into it by mastering the short form video and
sharing it with an engaged, on-the-go fan base
that will spread the content via comments,
likes, posts, tweets, etc.
Smart, witty humor is also the fastest way to
emotional engagement and consumers trust
and like brands that communicate a sense of
self awareness. The most successful advertising
campaigns always involve a little bit of humor
and a Nielsen’s Annual Global Survey of Trust in
Advertising revealed that humorous ads
resonated the highest among consumers.
Hear from Tony Mennuto, Founder & CCO of
Mister:-|Face as he discusses the future of the
short form video and how to come up with
creative comedic content for brands.
__Who
M i s t e r F a c e
http://panelpicker.sxsw.com/vote/41861#sthash.Bp2jmG
B x . d p u f
__Link

10. A new class of marketers are emerging that
understand the future belongs to those who
can merge marketing and technology into
something new. Marketing technologists are
those folks who know that every piece of a
campaign can be measured, analyzed and
improved upon. And that once that's done,
they'll measure, analyze, and improve upon it
again. Because as good as the last campaign
was, there's always a better one right around
the corner.
As more marketing departments gain their own
technology budgets, marketing technologists
that can manage and wrangle different systems
into one cohesive system that does everything
you want are invaluable. Equal parts
copywriter, developer, data scientist, and
strategist, marketing technologists are tasked
with merging the messaging with the
machinery and using it all to move the needle.
Come meet with others who share your
challenges and share war stories, campaign
ideas, big wins, and technology
recommendations.
__Who
J a x z e n M a r k e t i n g
S t r a t e g i e s
__Description M a r k e t i n g
Technologist
M e e t u p
http://panelpicker.sxsw.com/vote/38313#sthash.BTc6Bre
P . d p u f
__Link

11. __Description
Brands Are
Not Here to
b e Y o u r
F u c k i n g
F r i e n d
If you’ve ever seen a reality show, you’ve heard
the epic battle cry, “I’m not here to make
friends. I’m here to win.” So when they’re
looking to win, why do brands continue to
worry about pleasing everyone – when
everyone knows full well that it’s impossible? Is
it better to never offend, or to take a stand and
potentially piss a lot of people off? Are pissed
off people the sign you’re actually doing it
right? What’s more beneficial to a brand, a few
loyal and devoted supporters, or a whole world
of individuals who couldn’t care less. Can a
brand act in an unpopular, but nonetheless
memorable way, and still benefit from the
attention that brings. And before you jump to
conclusions, remember: Kanye West
interrupted Taylor Swift, and is still worth $120
million.
__Who
Momentum Wor ldwide
http://panelpicker.sxsw.com/vote/40019#sthash.PuioSh5
i . d p u f
__Link

12. __Description
S h o w a n d
Se l l : Ne x t -
Ge n e r a t i o n
V i s u a l
Merchandisin
The online selling environment is tougher than
ever, and keeping ahead of Amazon requires
new tricks. Smart retailers are competing
effectively by using visual media – video,
shoppable video, 3D experiences, and more.
That sells to the visual consumer by taking
advantage of the fact that 90% of consumers
learn best by seeing and hearing, not reading.
But it's also hard: visual content is hard to
create, hard to scale and manage, and hard to
deliver without slowing down your site. Where
do you start, and how do you manage it?
__Who
B a c k c o u n t r y . c o m
I n v o d o
http://panelpicker.sxsw.com/vote/42026#sthash.YJ1BTph
R . d p u f
__Link

13. __Description
H o w D a t a
C a n H e l p
Brick & Mortar
Bu s i n e s s e s
T h r i v e
Despite the hype that Amazon and other e-com
sites receive, it is estimated that 94% of US
retail sales still happen “In the Real World”. Yet
precisely because brick & mortar businesses
rely on their physical locations to drive sales,
they often don’t have the same rich data sets
available to online retailers. Worse, the data
they do have is often siloed between different
departments and in different databases. So
they don’t connect the dots for potentially
transformative insights into customer behavior,
media vehicle effectiveness, cross-sell
opportunities, or new approaches for dealing
with competitors.
This panel will discuss strategies and challenges
in combining media, social, and sales data to
improve understanding across an increasing
number of online and offline data sets. We will
present real-world examples of how multi-unit
retail business are connecting store sales,
media impression, and local social engagement
data to drive actionable insights and real-world
results.
__Who
M o r o c h
P o l y g r a p h M e d i a
http://panelpicker.sxsw.com/vote/39507#sthash.dMMr
W T W d . d p u f
__Link

14. This session will focus on the near-future
technologies that will be invading retail stores.
Drawing from experience with some of
Canada’s most innovative retailers, The Brigade
and the University of Calgary’s Human
Interfaces Lab has developed a prototype for
the store of the future.
Current & emerging technologies such as
digital point-of-sale signage, iBeacon, multi-screen
The Future of
__Description R e t a i l
interactions, RFID product tags,
biometric & NFC payment, intelligent customer
profiles, advanced loyalty programs, and 4D
experiences will all be discussed in depth. As
well as a look ahead to the retail landscape in
10 years.
__Who
T h e B r i g a d e
http://panelpicker.sxsw.com/vote/40760#sthash.IoELNG
b 2 . d p u f
__Link

15. The world has gone mobile - we all recognize
this shift. Some have been yelling "the year of
mobile!" since 2005, but it has truly arrived -
there are more connected devices than people
on the planet, mobile web traffic has surpassed
desktop traffic, and the statistics go on and on.
What does this new connected world mean for
businesses? Most CMOs rank "mobile" as
mission critical in the next 18 months, but few
know what to do about it. All these new mobile
touchpoints with customers - commuting, in
your store, outside your restaurant, on-the-go,
even on the toilet - have been impossible for
businesses. There are too many, and the
experience is infinitely fractured.
Do we need a mobile site for different devices?
Should our site be responsive? Do we need a
native mobile app? How do we track users
across devices? What does iBeacon technology
mean for my business? Can we go back to QR
codes and SMS blasts? Those were simple...
This session will deep-dive into mobile
marketing.
__Who
S t u z o
__Description Your Mobi le
M a r k e t i n g
C r i s i s
http://panelpicker.sxsw.com/vote/38907#sthash.pGfncTd
t . d p u f
__Link

16. This session picks up where last year's Future15
session, Decoding the Cult Brand Genome, left
off.
Contrary what most graphic designers will tell
you, the world's most beloved and recognizable
brands didn't begin with wonderful logos. Sure,
you can start a fad brand by focusing on the
skin-deep attributes. There's no secret recipe
for here-today-gone-tomorrow.
But there are some well kept secrets used by
the world's most coveted brands to amplify
advocacy, forge deep, unbreakable affinity and
cement irrational customer loyalty. This session
will expose those secrets.
We’ve studied the world’s most coveted brands
to unlock the genetic code that’s helped them
dominate their markets and decimate their
competitors for years.
This session will reveal six elements that
brands use to forge fanatical followings and win
legions of loyal advocates. Now, you too can
use this secret knowledge to build your own
cult brand.
__Who
C u l t C o l l e c t i v e
__Description Anatomy of a
Cu l t Br a n d
http://panelpicker.sxsw.com/vote/42434#sthash.HeV8LT
e 8 . d p u f
__Link

17. __Description
The Internet is
Me l t i n g : I s
You r Br a nd
R e a d y ?
The Internet is literally and rapidly melting –
from pages to flows. How do you become a
liquid publisher?
Perhaps the most dramatic shift in publishing
since the Gutenberg Press – the page as the
common content unit in print and the Internet
is dying. Screens have gotten small, “things"
are becoming media and most media now
flows in feeds – and quite quickly at that!
Combine flows with a strong consumer
demand for everything, everywhere, and what
do you have? Liquid media—flowing across all
screens.
Be square and be there! Cards—or tiles, are the
solution. We'll look at how Brands and
Publishers can master the ultimate multi-platform
native units—cards. We'll also
examine early applications and results
illuminating why cards may be the secret to the
best web-economics ever!
__Who
C i t i a
http://panelpicker.sxsw.com/vote/41355#sthash.TLt48Ts
p . d p u f
__Link

18. It's 7 am and your phone buzzes. You pick it up
and, still sleepy, open one eye and then you...
check Facebook. It's your morning habit.
The world's most successful brands are habit
forming. Habits – behaviors so prevalent and
frequent that they feel natural – can be a
powerful source of brand building. When
products and services are so well loved that
they create repeated usage, they ultimately
become habitual, second nature, and very hard
to replace. Habits are the ultimate form of
brand loyalty.
In the digital age, with persistent access to
connected devices, sticky online experiences
are uniquely poised to create a new wave of
online habits. And this opportunity is open to
digital and analog brands alike.
In this session we will explore online habits
from a marketing perspective, analyze how the
best digital experiences – from entertainment
to games to e-commerce – become part of
users’ routines; and summarize what lessons
brand builders can apply to create a user habit.
__Who
J u l e p B e a u t y
__Description F o r g e t
Loyalty, Build
H a b i t s
http://panelpicker.sxsw.com/vote/36222#sthash.tHyK7Sr
w . d p u f
__Link

19. It’s like a bad dating experience. You invest all
the time and effort during the honeymoon
phase and in the end they leave because you
won’t pay for the fancy dinners anymore. So
how does one keep the flame alive in this
complicated love/hate relationship? Like any
relationship, it’s all about balance…and a
maybe a few white lies.
This presentation will dissect the Facebook
algorithm and discuss ways you can
successfully work with it. When the Facebook
algorithm makes you want to throw your
laptop out the window, there needs to be a
combination of beautifully executed design,
some ad budget, and a keen sense of analytics.
Together, we can overcome the Facebook
algorithm.
__Who
N e t p l u s
__Description F # @ % i n g
w i t h
F a c e b o o k
http://panelpicker.sxsw.com/vote/40144#sthash.iHqjg3R
7.dpuf
__Link

20. __Description
C a u s e
ma r k e t i n g :
Who’s really
b u y i n g i t ?
It used to be about the product but these days,
advertising is all about the higher purpose -
clean water or vaccines for undeveloped
nations, environment, world health, body
image, sexism, even childhood obesity. No
issue is left un-tackled in the quest for a
toothpaste or laundry detergent sale.
But is it working?
Naturally, you’d assume brands dedicating
corporate dollars to noble causes would be
welcomed with open arms however we’re yet
to see the proof. In fact, there’s even a backlash
brewing from consumers who suspect they’re
being manipulated. After all, if every brand
supports a cause, are we buying the product or
the cause?
But don’t hang up your superhero cape just yet.
There are plenty of ways brands can save the
world and reap the benefits in a truly genuine
way.
Discover in just a few steps how any brand can
go from piggybacking change to being the
change consumers seek. It’s a case of asking
not what the product can do for you but what
you can do for your product
__Who
A f f i n i t y
http://panelpicker.sxsw.com/vote/38288#sthash.BBRTG0
D Q . d p u f
__Link

21. __Description
Br a n d s a r e
t h e N e w
M u s i c
I n d u s t r y
A panel talk with members of the music
industry, branding & agency worlds about how
marketers are playing an enormous role in
shaping & supporting the careers of artists
today. From content creation, sponsorships, to
new merchandising deals; brands are in many
ways the determining factor in breaking an
artist.
From Beyonce's 50 million dollar mega deal
with Pepsi, Lana Del Rey and Jaguar...brands
are the revenue stream that funds the creation
& collaborations that once came from the
Major Labels.
__Who
P o r t u g a l t h e M a n
http://panelpicker.sxsw.com/vote/33971#sthash.ejeiQdS
Q . d p u f
__Link

22. __Description
S h o u l d
brands come
out and be
g a y ?
People are sharing everything on their social
media profile from their gender to their sexual
orientation. Some brands are using this data to
create content that specifically targets people
in the LGBTI community.
But how far should a brand go to try and reach
new audiences?
Should brands market to people in the LGBTI
community or are people's sexual orientations
off limits for marketers?
Hear from the interactive social media agency
that turned a banks ATMs into GAYTMs and
arranged the first same sex wedding for New
Zealand tourism board.
We will be sharing inspiring insights, the
creative approach and business results behind
the Cannes Lions Grand Prix winning work. As
well as covering off the wider conversation
around how far brands should go to make a
connection with people and their personal
data.
__Who
Digi tal Ar t s Netwo r k
http://panelpicker.sxsw.com/vote/41287#sthash.WeGtoV
d z . d p u f
__Link

23. __Description
L i f e s t y l e
h a c k i n g :
Being a useful
b r a n d
As the lines between products, services,
marketing, technology and culture continue to
blur, so our best creative effort needs to reach
right into the heart of the business.
With more open source, interoperable tech, we
can create pretty much whatever we like. But,
as Jeff Goldblum's character in Jurassic Park
explains, just because we can, doesn't mean
we should.
And although no one will get eaten, it's pretty
easy to spend a load of time and money on
things that just don't work in real people's
lives.
Built from our brand participation thinking and
our investments & partnerships with 20+
startups, these principles have helped us
embrace talent from previously inaccessible
sources to extend creativity into business and
product concepts.
__Who
i r i s w o r l d w i d e
http://panelpicker.sxsw.com/vote/38831#sthash.LXb8Kd
X3.dpuf
__Link

24. Porn has always led the way when it comes
from marketing. Yes, it’s forbidden and dirty
and demonized (until you’re alone) but think
about it: Porn embraces every new medium,
and storytelling technology, and every form of
user experience, and adopts it early. They’re
not afraid to take risks, and porn marketers
face many of the challenges of a highly
congested, commoditized category. So let’s
learn from them, and the PornHub "Give
America Wood Campaign,” and what makes
porn content followable and shareable –
something all marketers in the modern age
strive for but few achieve. Porn’s marketing and
tech advancements have arguably made the
Internet what it is today. Amazon and e-bay
wouldn’t exist if it weren’t for Porn’s
advancements in E-commerce – and family
home movie night wouldn’t be possible if not
for Porn’s video streaming technology. And
they’ll soon be working to make virtual reality
technologies the reality we always hoped
they’d be.
So, let’s talk about porn.
__Who
Momentum Wor ldwide
Homegrown Indust ries
H o m e g r o w n V i d e o
__Description P o r n , T h e
Quiet Pioneer
of Marketing
http://panelpicker.sxsw.com/vote/39615#sthash.g1KfME
8 F . d p u f
__Link

25. __Description
The Reality of
t h e B o o k
I n d u s t r y i n
2 0 1 5
Some say that the brick-and-mortar bookstore
will be obsolete in five years. If that's true, then
the rumbles we've heard from book publishing
are about to get a lot louder, and if you're an
expert who might be interested in writing a
book someday, a current author or a reader,
you need to know what publishers, readers,
and media will be looking for.
How does new writing talent get discovered
and published; how does one make a splash in
the media; what’s the new (better) way to run
a book tour; and how to leverage your book for
further publishing and speaking deals.
For example: Is publishing truly about who you
know? Some new books are just bad. How did
those get published? And do you have to have
attended the right schools, or have the right
literary connections, for agents/publishers to
even consider you?
Additionally, we’ll dispel some myths about
social media, and tell you how to do it more
effectively to launch a book or book concept.
__Who
F o l i o L i t e r a c y
M a n a g e m e n t
Te xa s Book Fe s t i val
http://panelpicker.sxsw.com/vote/40005#sthash.zF3vHez
n . d p u f
__Link

26. __Description
C u l t u r e
T r u m p s
Ad v e r t i s i n g
Ever y Time
Most brand stewards are spending an
inappropriate amount of time and money on
their advertising while largely ignoring their
most important owned asset - their culture.
From HR marketing that attracts the right
talent, to appropriate training and retention
programs, marketing leaders need to turn their
creative firepower and media dollars inward to
build an insanely passionate workforce. Brand
leaders from the most iconic businesses on the
planet do not delegate this responsibility to HR
or Operations or other lower level managers.
Learn how, and why, the best brands prioritize
internal marketing and view their culture as a
more powerful tool than their marketing
communications.
__Who
C u l t C o l l e c t i v e L t d
http://panelpicker.sxsw.com/vote/42425#sthash.Cmg0h
M S r . d p u f
__Link

27. __Description
Beyond War
Rooms: Build
a Killer Social
P r a c t i c e
It all started with Oreo’s dunk seen ‘round
the world at Super Bowl 2013 and
continued with Ellen’s selfie at the Oscars
and Pharrell’s hat at the Grammys. Now,
social media war rooms are a requirement
for any brand looking to “win” big events.
But, why stop there? In early 2014, Victor
Pineiro’s team at Big Spaceship seemed to
run a war room every weekend – a
phenomenon he calls “social on steroids.” It
forced him to step up his team’s game
every day. In this session, he’ll outline
lessons and processes he learned from war
room hell to help make any social practice
stronger on a daily basis, touching on
setting the right goals, war room 101,
evolving into a newsroom in less than 30
minutes a day, and building the right team.
Most importantly, he’ll go into the art of
avoiding l’espirit de l’escaliers – the
predicament of thinking of the right retort
too late.
__Who
B i g S p a c e s h i p
http://panelpicker.sxsw.com/vote/39150#sthash.k0I8JwG
Q . d p u f
__Link

28. __Description
R o c k s t a r
Storytel l ing:
What Games
Ca n Te a c h
B r a n d s
In the first week of its release, GTA V by
Rockstar Games outsold the entire global music
industry. The game captivated the attention of
players for 100 hours: an incredible
accomplishment considering Hollywood on
average can manage just 130 minutes, whilst
advertisers struggle to gain attention for mere
seconds. As well as this, we pay more and
pirate less for the experience.
In a world where interactive and narrative
media blur, there are a number of things
brands can learn from the gaming industry to
tell immersive stories consumers want to be
part of.
We will look at the different storytelling
opportunities that gaming opens up due to the
element of choice. How stories become more
immersive and evoke more emotional
connection through diegetic storytelling. How
games inspire time and emotional investment
through identity creation and relationship
building, and how advertisers can tell a new
breed of multi-dimensional stories consumers
can discover rather than being told.
__Who
S a p i e n t N i t r o
http://panelpicker.sxsw.com/vote/38968#sthash.fQORtR
R S . d p u f
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29. __Description
E n t h u s i a s t
Pu b l i s h e r s :
Fueling Social
Video Flames
We’ve learned time and time again: viewers
choose to consume organically integrated
social video content—and when they like it,
they share it in record numbers. By creating
entertaining content, brands are getting their
message in front of an audience that chooses
to view the video content (as opposed to
having it forced upon them as pre-roll). The
best part? Users have control over what
content they choose to consume, resulting in
brand metrics that are off the chart in terms of
engagement and affinity for the brand. Social
video is causing brands to re-think advertising,
putting content first and the advertising
message a subtle second. This workshop will be
two and a half hours long.
__Who
E v o l v e M e d i a
http://panelpicker.sxsw.com/vote/32310#sthash.W8YfFD
H s . d p u f
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30. __Description
Transmedia
B r a n d i n g :
R e a l T i m e
D a t a +
Stor y tel l ing
Digital and Social Technology has been outcast
as “Big Brother” or shunned for taking the
“Magic” out of creativity in advertising.
However, these technologies are doing so
much more. They’ve actually helped us find our
way back to our most human element of
connectedness… storytelling. Only better.
These technologies allow us opportunities to
tell the most appropriate stories to the most
appropriate people at the most appropriate
time through data.
In this presentation, participants will get a
hands-on working knowledge of how Data and
Storytelling intersect through an illustrative
story of the rebranding efforts for The Lincoln
Motor Company. Building off immersive digital
experiences like Beck’s Hello, Again, Aloe
Blacc’s Love is the Answer, and the Lincoln MKC
Dream Ride, the participant will see how main
& tertiary storylines unfold for the user and
how they get executed in today’s “Always On,”
multi-channel environment.
__Who
H u d s o n R o u g e
http://panelpicker.sxsw.com/vote/34617#sthash.grjb6M
w O . d p u f
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31. __Description
F a n A s
Histor ian in
t h e N e w
M u s i c
E c o n o m y
Traditionally, much of the mythos surrounding
iconic rock figures- especially those who died
young- is arguably created, nurtured and
evolved through the investment of fans in the
ideas attributed to each of the legends,
changing the dynamic of the traditional fan /
artist relationship. By enabling fans to connect
digitally on an unprecedented level, fan
participation in the myth making process- vis-à-vis
fan fiction, tribute bands and rock shrines -
has become crucial in not only the
maintenance but in the production of artist
myth. It is fans in this new economy who are
crucial for not only celebrating the artist, but
for writing the pop history which proceeds
them. While often maligned for the very mania
illustrated by such dedication, fans have
become equally, if not more important, in the
sustainability of an artist- not only during their
active career- but in keeping them relevant in
the contemporary context of the ever-changing
2.0 marketplace long past their physical
demise.
__Who
University of East London
R o n d o M e d i a
F e e d M e d i a I n c
d r e d g
http://panelpicker.sxsw.com/vote/32612#sthash.aEmiErS
8 . d p u f
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32. __Description
H o w Y o u r
Alter Ego Can
H e l p Y o u
R e i n v e n t
Technology has accelerated the pace of change
and how quickly we must adapt our careers
and personal brands. Reinvention of self is not
a once-in-a-lifetime journey anymore. It must
be a skill we hone and master.
Beyonce has Sasha Fierce. Bono has Mr.
MacPhisto. Clark Kent has Superman.
Artists have discovered the power of the Alter
Ego. This approach has been used to overcome
stage fright, take careers in creative directions
and to explore realms unconstrained by
celebrity status. Alter Egos of super heroes
connects us all with our desires to be a
stronger, smarter, faster version of ourselves.
After 5 years of interviewing over 200 creative
thinkers-and-doers -- musicians, artists, CEOs
and entrepreneurs -- and exploring her own
Alter Ego through the new media entity she co-founded,
Stark Insider, Loni Stark has built a
model for reinvention based on tapping into
the power of the Alter Ego.
__Who
Adobe & Stark Insider
http://panelpicker.sxsw.com/vote/38399#sthash.cAVTioV
U . d p u f
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33. __Description
A d v e n t i o n :
The Best Ads
Aren't Always
A d s
In this session, Christine Outram will
explore the role of rapid prototyping in the
age of digital advertising and how it is
transforming a "traditional creative process"
into a lean, interactive, and multidisciplinary
endeavor. Advertising is evolving; the best
ads are not always ads; demo or die.
__Who
D e u t s c h L A
http://panelpicker.sxsw.com/vote/36429#sthash.shLfub5
S . d p u f
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34. __Description
Be One with
Your Sponsor
W i t h o u t
Losing Your
S o u l
Lorem ipsum lorem ipsum lorem ipsum
lorem ipsum
__Who
T h e S t o r y L a b
J e a n K n o w s C a r s
Bryan Thomson Design
Bunim Murray Productions
http://panelpicker.sxsw.com/vote/41958#sthash.xg9zpFZ
X . d p u f
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35. Historians may look back at the convergence of
technology and advertising and realize that it
all began with a benevolent, prophetic slogan:
Don't Be Evil.
It's a mantra for a new generation of
companies that spend a lot of effort explaining
how and why their products and practices are
beneficial to consumers, and why they would
never, ever use them for harmful purposes.
Cross their heart hope to die.
But an enterprising marketer might ask: what if
I *wanted* to be evil? How hard would it be,
given the marketing platforms and tools at my
disposal? What if I dismissed bothersome legal
and privacy concerns and *just went for it?*
Let's discuss the easiest way for marketers and
brands to use technology, media and big data
to get their evil on. It'll be a contrarian romp
through a very serious subject: maintaining the
trust (and privacy) of our consumers in a world
where technology makes it increasingly easy to
use data in creepy new ways.
Check your ethics at the door, please.
__Who
A R G O N A U T
__Description Let's be evil!
Ma l e v o l e n t
marketing 101
http://panelpicker.sxsw.com/vote/36352#sthash.gX3qS5
W b . d p u f
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36. __Description
The Battle of
the Futur e :
C u r a t i o n
V e r s u s
C r e a t i o n
In the evolving world of innovation,
Microsoft is moving toward curation, while
AOL is shifting toward creation. These
adjustments in focus are a clear reflection
of the changes our industry is experiencing.
Even more telling: The synergy between
the two models means that each company
is primed for success yet dependent on the
other. When coexistence is the key to
survival, what does the future look like for
marketers in this space? Join Anthony
Reeves, Moxie's CCO, as he leads a panel
discussion with these mega media giants
and their digital leaders — Microsoft's
Senior Brand Strategist, Johnathon Oliver,
and AOL's Digital Prophet, David “Shingy”
Shing — in what promises to be a
controversial and dynamic 45 minutes.
__Who
M o x i e
http://panelpicker.sxsw.com/vote/42293#sthash.MMp
__Link z O H i 8 . d p u f