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SXSW INTERACTIVE 2015
J.WALTERTHOMPSONINTELLIGENCE
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SXSW INTERACTIVE 2015
04/15
JWTINTELLIGENCE.COM
SXSW INTERACTIVE 2015
J.WALTERTHOMPSONINTELLIGENCE
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ARTIFICIAL INTELLIGENCE
WOMEN IN TECHNOLOGY
VIRTUAL REALITY
TH...
SXSW INTERACTIVE 2015
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THEY CAME, THEY LISTENED,
THEY ATE TACOS… THEY SAW AL GORE,
AND MAYBE...
SXSW INTERACTIVE 2015
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SXSW INTERACTIVE 2015
This year’s SXSW Interactive was bigger than ev...
SXSW INTERACTIVE 2015
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This was a rising theme at SXSW 2015. Where the Film,
Music, and Inte...
SXSW INTERACTIVE 2015
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IMMERSIVE, DIGITAL EXPERIENCES
IN EXERCISE AND MEDITATION
ARE ON THE ...
SXSW INTERACTIVE 2015
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Martine Rothblatt, CEO of biotech company United
Therapeutics Corp., ...
SXSW INTERACTIVE 2015
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From Princess Reema (pictured right) to U.S. CTO Megan
Smith, who bot...
SXSW INTERACTIVE 2015
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There were a number of virtual reality experiences
on show at SXSW In...
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Paola Antonelli (below right), senior curator at the
Museum of Moder...
THERE WAS A WHOLE
CONVERGENCE BETWEEN FILM,
INTERACTIVE AND MUSIC THIS YEAR,
REFLECTING THAT TO CONSUMERS
IT’S REALLY THE ...
SXSW INTERACTIVE 2015
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Sustainability and social good were major themes
at SXSW Interactive...
SXSW INTERACTIVE 2015
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Alongside talking about his new emotional visual sharing app
Super, ...
IS UBER SIMPLY THE NEXT
STEP TOWARD AUTOMATED
SHARED MOTOR TRANSPORT?
SXSW INTERACTIVE 2015
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SXSW INTERACTIVE 2015
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By now everyone will have heard of Meerkat, the live
streaming video...
SXSW INTERACTIVE 2015
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While we’re on the subject of humanity and technology,
one of the mo...
SXSW INTERACTIVE 2015
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Award-winning journalist and author Malcolm Gladwell
and Benchmark’s...
SXSW INTERACTIVE 2015
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Many talks inevitably talked about the future of retail and
wearable...
WHAT DOES THE FUTURE OF THE
WEBSITE LOOK LIKE IF IT'S A FEW
INCHES BIG? OR THERE'S NO
WEBSITE AT ALL. RETAILERS ARE
GOING ...
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This is an interesting move for Westfield. Increasingly
we’re seeing...
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BEST OF THE REST:
BRAND ACTIVATIONS,
EVENTS, POP-UPS
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LIFE BELOW ZERO
National Geographic Channel’s “Life Below Zero:
Esca...
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SPORTS AND THE NEW DIGITAL FRONTIER
Sport in general was a theme on ...
SXSW INTERACTIVE 2015
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SUPER, VISUAL SHARING FOR GENERATION Z
Biz Stone discussed his brand...
SXSW INTERACTIVE 2015
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THE LAST WORD
FROM JOI ITO, DIRECTOR OF M IT MEDIA LAB
SXSW INTERACTIVE 2015
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IN THE FUTURE, IT WON'T
BE JUST PFIZER THAT
INVENTS NEW THINGS.
SXSW...
SXSW INTERACTIVE 2015
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ON SYNTHETIC
BIOLOGY:
The cost of doing scientific research is dimin...
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JWTINTELLIGENCE.COM
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SXSW INTERACTIVE 2015 J.WALTERTHOMPSONINTELLIGENCE 23 JWT: SXSW Interactive 2015 (April 2015)

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SXSW INTERACTIVE 2015
J.WALTERTHOMPSONINTELLIGENCE
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SPORTS AND THE NEW DIGITAL FRONTIER
Sport in general was a theme on schedule, and off.
Equinox President Sarah Robb O’Hagan hosted a talk —
“How the Data Era Will Build High Performing Humans” —
featuring speakers Haile Owusu, chief data scientist at
Mashable; Victor Cruz, wide receiver for the New York
Giants; and Michael Gervais, Ph.D. in high performance
psychology. The talk centered on the quantified self and
using data to augment human performance in sport —
from athletics to members of Equinox connecting their
Jawbones or Fitbits to their branded app — tracking
heart rate, success, time and sleep.
O’Hagan revealed some interesting insight on Equinox
members about how increasingly they are motivated by
not just shared exercise experiences but competition.
“We’ve set up leader boards for cycle classes, East vs.
West Coast. We have a SXSW one, too,” she said. “The
fact that your score is public on display adds to it.”
NBCUniversal is also applying gamified mechanics to its
fitness video program Radius.
A sign of the rising cult status of lifestyle/sport
temples SoulCycle and Equinox was their presence at
SXSW Interactive, not just on the stages but in
services. The conference partying continued, but
come dawn those same revelers were also pounding
the streets of downtown Austin, sweating off
excesses.
SoulCycle, CrossFit and Equinox all had presences on
the lineup and are staging classes or pop ups. Equinox
set up next to the Fast Company Grill, inviting visitors
to take part in its new immersive competitive spin class
The Pursuit, in which data from each bike is collated in
real time with leader boards on display.
The class has just been introduced. In the official version,
cyclists are surrounded by screens displaying creatively
visualized data generated by their movement.
This is an interesting addition for Equinox. We are seeing
more digitally immersive exercise classes. Reebok just
introduced a whole series of immersive fitness classes
with Les Mills that are offered in enclosed boxes lined in
digital interactive screens. At CES, artist Lia Chavez
also created a "meditation nightclub" for The
Cosmopolitan hotel, which translated meditative
brainwaves into a visual digital experience.
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