SXSW 2016: The Need To Knows

•  Obama on technology!
•  Branded experiences, not just content!
•  Artiﬁcial intelligence!
•  New inﬂuence!
•  Revitalized medium: audio!
•  Healthy tech!

How can we use data, analytics and tech more effectively?!
“It is much easier to order
pizza or a trip than it is for you
to exercise the single most
important task in democracy,
and that is to select who’s
going to represent you in
government.!

Branded experiences,!
Not just content!

Is 2016 (ﬁnally) the year of VR and AR?!
“A new computing
platform always
emerges every 10
or 15 years… [and]
VR is currently the
most promising
candidate.”!
Mark Zuckerberg!

What does this mean for brands?!
•  Brands will need to create
immersive experiences, not just
photos or gifs!
•  This is an opportunity for
sophisticated storytelling and
deeper consumer engagement!

Lessons from Pro’s!
1.  The Medium Is The Message: continuous push
and pull between content, narrative, and
technology.!
2.  The Fidelity Contract: The creator must set their
priorities so as not to overwhelm the audience. !
3.  Establish The North: Introduce a focal point;
people need to know where to look and how to
follow the story.!
4.  Solve The Role Of The Camera: is the camera a
character or invisible presence? !
5.  Test, Test, and Test: Make sure the story truly
engages the audience.!
Ricardo Laganaro, ﬁlm director at O2 Films (and Director of Facebook’s most-
viewed 360 video) and Gabo Arora, Filmmaker and UN Senior Advisor. !
Read more: http://www.ogilvydo.com/events/sxsw-2016/is-the-future-of-storytelling-blue/ !

A baby step!
•  Play with the technology via Google
Cardboard (~$10)!
•  Experiment with Haptics: “Touch is
the most powerful human sense we
experience in our everyday lives”
Immersion!
•  Try haptics out:
www.immersion.com/experience-haptics/ !

What does this mean for brands?!
•  It’s not the future, AI has arrived!
•  Extremely advanced data
processing to reveal insights,
patterns and relationships!
•  Enables advanced marketing
personalization!
•  Could you partner to create new
services and products? !

Social media was the great democratizer!
“In the world of
social everyone can
be a celebrity or a
critic... It's the great
democratiser”!
Kerry Washington, actress!

Some inﬂuence is positive: eSports!

What does this mean?!
•  Brands must navigate the inﬂuencer 2.0 territory carefully!
•  Tech brands have a role in preventing online harassment. Read more:
http://www.ogilvydo.com/events/sxsw-2016/ibms-lisa-hammitt-on-techs-
role-in-curbing-online-harassment/ !
•  Content creators have deﬁned the ‘rules of engagement’ in this new
world. Find out what they are:
www.slideshare.net/OgilvyWW/the-digital-social-contract-54664482!
•  Prepare for the good, the bad and the ugly with a thorough crisis plan !

•  Audio content is not dead!
•  Especially useful for B2B
brands !

Do Good Tech: 3D printing for children without limbs!

•  The health tech movement is not dying: it’s becoming more practical !
•  Could you partner with one of these innovative technologies or devices?
Think Lulu Lemon and Muse. !
•  How can your product and brand promote healthy living or wellness? !
•  For pharma and health brands, could your R&D team share results or
conduct research live? !
•  Should a pharma have an event activation at SXSW 2017?!

Questions?
Hannah Law"
Vice President, Regional"
Social@Ogilvy
@HannahLaw
Peter Fasano
Global Consulting Principal,
Digital Strategy, OgilvyRED
@PFasano
Hugh Forrest
Director,
SXSW Interactive Festival
@Hugh_W_Forrest
Lisa Hammitt
Cognitive Computing and
Data Science Executive, IBM
@LisaHammitt

SXSW 2016: The Need To Knows

SXSW 2016: The Need To Knows

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SXSW 2016: The Need To Knows