Publicis Media SXSW Interactive Trends and Insight. Resumen del evento SXSW celebrado en Austin, Texas

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TRENDS & INSIGHTS
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SXSW 2017: The Battle for Humanity
Over the years, SXSW has been less about breaking news or product launches and more about converging to talk
about what products mean, what technology makes possible and what’s being built on the systems, platforms and
devices that made headlines at other trade shows. This made SXSW 2017 the perfect place for conversation
around the most significant tech topic of our time: the nature of technology’s role in our lives.
We saw a new trend arise: the Battle for Humanity, which is born from general unease that technology and
screens may be removing our core human essence and separating us from the real world. In this report, we
discuss three key trends that emerged as a result of the struggle between man vs. machine, all centered around
the question on everyone’s mind in Austin: Is all this change good for us?
• Data Transparency & “Trading”
• Shift to No Screens
• Content Tunnel Vision
We also explore some of the best and most-buzzed about Interactive Experiences (the best part of SXSW!), as well
as insights from MRY’s Morning After initiative.

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DATA TRANSPARENCY
& “TRADING”
People are becoming increasingly aware that everything they do online creates a trail of data. While
many people—especially younger generations—are comfortable sharing personal data on social
media, they may be less comfortable when it comes to sharing data associated with emerging
technologies that power smart homes, wearables, connected cars and voice-activated assistants.
To foster trust, brands should become more transparent with users around the personal data they
collect and how that data is being used.
IBM Personal Data Sharing Activation
Is My Data Showing?
IBM invited SXSW attendees to take a photo of
themselves and take a cyber-security test.
Depending on the amount of information they
provided, their photo would appear on a wall as
blurry (if they entered less data) or clear (if they
overshared). Other SXSW exhibitors started to
reveal the idea of “privacy trading”—incentivizing
people for the use of their personal data, rather
than using it without their permission (e.g.
offering free hardware for people who agree to
share dashcam videos).

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SHIFT TO NO SCREENS
The fight against screens certainly heated up at SXSW, as many believe that removing the screen is
the best way to stop people from constantly staring at our phones. However, VR, wearables, smart
insoles, AR glasses—or any other option to replace the smartphone—have not yet become
mainstream. Voice-activated assistants like Amazon Alexa have great potential to replace screens,
but SXSW was more focused on a few different solutions:
Sony Xperia
“Fashionables”
Trendy, better-made wearables and smart watches could help the
wearable market scale. To illustrate, a new “fashionable” called
Project Jacquard debuted at SXSW. Project Jacquard is a
collaboration between Google and Levi’s that creates a way for
people to connect through a trendy denim jacket.
Tabletop Touchscreens
Why carry a screen in your pocket when you can project one onto
a surface? In the future, every tabletop could be a touchscreen—
for social networking, email, web surfing, gaming and even
making music—as showcased by the Sony Xperia. However, it
remains to be seen what will emerge as the future screen (or no
screen). It could be a combination of tactile interfaces, optimal
design, great battery life and helpful apps. Brands must ensure
that they’re visible and positioned to engage consumers if/when
this new technology scales.

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CONTENT TUNNEL
VISION
Another hot topic, on the streets and in the sessions, was the role of algorithms and curation in
spreading news (especially fake news). Do consumers have content tunnel vision? Content producers
now have the ability to hyper-personalize content to very specific audiences, especially in social. With
fake news, the problem isn’t necessarily the volume of false stories, but the ability of these stories to
go viral, with millions of shares. Personalization powers this virility. To illustrate, many consumers have
created ultra-personalized, insular social media communities for themselves, allowing content
producers to laser target audiences that are more likely to engage with and share the fake content.
The Downside of Personalization
The big lesson for brands is that content hyper-personalization may sound great, but it can also have
disadvantages. If consumers have content tunnel vision, they may only see and share content within
the tunnel that they’ve created for themselves. Personalization can slot consumers into one
dimension, potentially limiting visibility of new ideas or products.
Brands should use personalization tools to their advantage, but keep in mind that, sometimes,
consumers are in the mindset to see something completely different, try something new or be
exposed to an experience that’s not in line with their previous behavior or “profile.”

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BEST INTERACTIVE EXPERIENCES
Pinterest Lens:
Consumers can now point,
shoot and search to find
related images,
transforming the in-store
shopping experience.
Brands should amp up on
creating these types of
experiences to engage
people searching for their
category or competitors.
Gatorade Data-Based
Injury Predictions: By
calculating angles of
your posture, users can
learn more about their
body's strengths and
weaknesses, informing
where to focus training.
Such innovations make
wearables more
actionable, scaling into a
viable opportunity for
more marketers.
New Virtual Reality:
Sony VR Rock
Climbing took
immersive video to
the next level.
Layering the real-
world into VR helps in
the Battle for
Humanity. It brings a
new aspect to the VR
medium, which must
continue to evolve to
break into the
mainstream.

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MRY’S Morning After
SXSW is a source of innovation and inspiration for marketers
and agencies alike—but for many, it can be a real challenge to
make all that whiz-bang actionable.
This year, MRY decided it was time to turn all that confusion
into action by introducing MRY Morning After, a way for brands
to understand what’s happening on the ground in Austin and
apply it directly to their challenges. Insights included:
• Spirits: Brand purpose and visual identity are inter-twinned
• Skincare: Micro-influencers are the most effective
influencer group, as they drive better engagement vs. just
chasing scale
• Hospitality: Luxury is no longer all about the item or
environment; it’s about overall well-being
• Non-profit: It’s not always the most expensive channels
that provide the best way to reach audiences (e.g. chatbots
and emoji keyboards can be effective)
With MRY Morning After’s nimble approach, the team was able
to turn all those SXSW questions into actionable answers!

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