CONSUMERTRENDS

HOME>ConsumerLifestyle>ConsumerTrends>Highlights>Event

SXSW2014 SXSWi2014:Most BuzzedAbout SXSWi2014:Wearables SXSWi2014:RealTime Revolutions SXSWi2014:Robotics SXSWi2014:Privacy SXSWi2014:Wearables& Fashion

PUBLISHED: 26MAR2014 BY:ChristianWard CONSUMERTRENDS HIGHLIGHTS EVENT

RELATEDREPORTS SXSWi2014:Wearables& Fashion

CONSUMERTRENDS SXSW2014 21MAR2014

Atitsmostbasic,realtimemarketingisaboutrespondingtocurrenteventsasaway ofinsertingyourbrandmessageintothenewsagenda.Butrealtimethinkingisatthe heartofafarbroaderrangeofmarketingstrategiesdiscussedacrossanumberof panelsatthisyearsSouthbySouthWestInteractive(SXSWi)festival.

SXSWi2014:Wearables
CONSUMERTRENDS SXSW2014 21MAR2014

SUMMARY

ALWAYSONRealtimestrategiesarekeyinanerawhere consumersarealwayson,andconversationsaroundcultural momentsareevolvingatanincrediblepace. DATAPOINTSBrandscanuseavarietyofdatapointsto engagewiththiseverydayactivity,fromsearchtolocation.

SOCIALLISTENINGSociallisteningisimportanttogauge howandwhentojumpontoculturalandconversational moments. OUTDOORInnovationsindigitalbillboardsofferpotentialfor inspiringrealtimecampaignsthatblurthelinebetween advertisingandtheeverydayenvironment.

SXSWi2014:Most BuzzedAbout
CONSUMERTRENDS SXSW2014 21MAR2014

BeyondNewsjacking
Thesimplestthoughbynomeanseasiestformofreal timemarketingisthenewsjack,asexemplifiedbyUSfood brandOreoscelebratedYouCanStillDunkInTheDark tweetduringtheSuperBowlblackoutof2013. Thebuzzwordofthedayisrealtimemarketing,saidBen Malbon,directorofcreativepartnershipsatinternetgiant Google.Buttherearentmanygoodexamples.Assuch, Malbonseesanewworldofopportunityopeningupfor marketerswhocancreatecampaignsaroundrealtime touchpointsthataresmarterandmoreuseful.

Oreo'sDunkinTheDarknewsjacktweet

TheSearchOpportunity
IntheirpanelBringingTogetherCode&Creativity,MalbonandGooglesmarketingmanagerAmanGovildiscussedthe marketingopportunityaroundsearchdata.TheyshowcasedaGoogleAdWordspartnershipwithglobalconfectionery brandSnickersaspartofitsYoureNotYouWhenYoureHungrycampaign. Snickersbidforadinventoryaroundmisspellingsofthemostcommonsearchterms.Eachtimesomeonemisspelleda wordonGooglessearchengine,theyweregivenatailoredmessagethatread:"GrabyourselfaSnickers"as"Yucant spelproperliewenhungrie."AsMalbonexplained,thecampaignreachedhalfmillionpeoplejustthroughsearch.

http://www.stylus.com/kdwdwg Page1of3 SMG2014

Snickers/Googlemisspellingadcampaign

UnderstandingContext
Understandingtherealtimecontextofconsumeractivityisbecomingevermorevitalforbrandscompetingforattention withentertainmentmedia. MalbonandGovildiscussedapartnershipwithglobalfastfoodchainBurgerKing,thataimedtomakeprerollYouTube adsmorerelevantbybasingthemonthevideotheuserisabouttowatch.Morethan60prerolladswerecreated,with eachwrittenspecificallyforoneofthevideosBurgerKingidentifiedasbeingmostpopularwithitstargetaudience.

ReactingToTheEnvironment
Contextextendsbeyondthedigitalscreen.Themostextremeexampleofadtechthatrespondstoaconsumersreal timesituationwasdiscussedinthepanelFasterThanRealTime:PredictiveMarketing. AdamBlumenfeld,directorofclientdigitalservicesatLAbasedtrendintelligencecompanyBottlenoseInc,talkedabout theuseofboneinductiontechnologybyGermanmediacompanySkyDeutschland.Theyhadalltheseadsonatrain, andnoonewasreadingthem,becausetheywerefallingasleep.Thecompanythought:howcanwegettheseadsinto thebrainsofthesepeople? UsingboneinductiontechsimilartothatusedbyGoogleGlass,soundwastransmittedtopassengersinnerearsviaa transmitterastheyleanedagainstthetrainwindow.

RealTimeStorytelling
AnotherGooglepartnership,showcasedbyUSproductioncompanyToolofNorthAmerica,theMelbourneRemote ControlledTouristcampaignisanexampleofhowtocreateabrandednarrativeinrealtime. Throughsocialmedia,userscouldinfluencethemovementsandactionsofthevirtualtouristsrealpeoplein MelbourneequippedwithlivestreamingcamerasandGPSsystems.Overfivedays,thousandsofrequestswere actionedinrealtime,leadingtomorethan43millionsocialmediaimpressions,andaglobalreachof235millionpeople.

MelbourneRemoteControlledTouristcampaign

MelbourneRemoteControlledTouristcampaign

MiningData

http://www.stylus.com/kdwdwg Page2of3 SMG2014

BillIngram,vicepresidentofanalyticsandsocialatUS softwarecompanyAdobe,discussedthewaysinwhich Facebookcanmakerealtimedecisionsaboutitsusers basedontheirpersonaldata,whichthecompanyminesin incredibledetail.Themostrecentexampleofthiswas FacebookscampaignforValentinesDay2014. Facebookcanfigureoutwhosgettingintoarelationship andwhosbreakingupliterallybasedontheirnewsfeed andhowmanythingstheyreposting,saidIngram.Soif yourecomingoutofarelationship,youareposting significantlymorethanwhenyoureinarelationship. Imagineleveragingthatdatatomarketers.
Facebook'sValentine'sdayresearchdata

LocationIstheNewCookie
Locationdataisbeingcomparedtothecookieonlinebehaviouralinformationthatadvertisersusetotarget consumersastheybrowsetheweb.Oneareaoflocationmarketingwiththemostpotentialforgrowthinthenextfew yearsisoutdooradvertising. AtapanelentitledDisruptingTheScene:PlaceBased&DigitalAds,TimNudd,senioreditorofUSbasedadvertising magazineAdweek,discussedinnovationsincontextualbillboards.Inthelastfewyears,weasconsumershavebecome morecomfortablewithsharingourlocationdata,hesaid.Theresaninterestingopportunitytouselocationasthe signalanddriverofcreativecontext. OneexampleoflocationawareoutdooradvertisingisBritishcarmanufacturerMiniscampaignMiniSalutesYou,in whichdigitalbillboardsrespondedwithpersonalisedmessagestoMinidriversinrealtime.

Mini'sdigitalbillboard

EverydayRealTime
Socialmediainteractioniswheremostbrandscommonlyengageinrealtimestrategy.But,asNatanyaAnderson, directorofsocialmediaandintegratedmarketingatUSsupermarketchainWholeFoods,putit,socialisbecominga maturespacerequiringanincreasinglysophisticatedapproach. Sheadvocatedsociallisteningtoenableculturejacking,whichhappensattheintersectionofcustomer conversationsandbusinessstories.AndtheresnoreasontobewaitingforabigculturalpieceliketheSuperBowlor theOscarsbrandsshouldberealtimeeveryday.

FUTURE INSIGHTS

RELEVANCEISMOREIMPORTANTTHANVISIBILITYIfyoure bringingyourbrandmessagetotherealtimeconversation, ensureitsofferingutilitytoyouraudience.AsChaplinClark, managingdirectorofcopywritingatglobaladagencyR/GA,put itatSXSWi:Ihopebrandsgetawayfrombeingalwaysonon socialmedia.It'smoreaboutalwaysbeingrelevant.

CONTEXTISKINGTherearehugeopportunitiestoengage consumersbasedontheircontext.Explorehowyourbrand coulddevelopcontextualstrategiesaroundconsumer touchpointssuchassearchorlocationdata.

http://www.stylus.com/kdwdwg Page3of3 SMG2014