SXSW Interactive 2012

Summary
A Warc report from the 2012 SXSW Interactive conference. Key marketing themes emerging from the conference presentations included gamification, big data, community-based technology, crowd-sourcing, and 'ambient location'. The event's biggest controversy a BBH initiative to wire up 13 local homeless volunteers as 4G hotspots; each volunteer took a donation in exchange for the fast connection. Start-ups presenting at the event included TaskRabbit and Zaarly (both location-based apps). And star presenters included former vice-president Al Gore, futurist Ray Kurzweil and Vic Gundotra, head of social network Google+.

Summary
A report from the 2012 SXSW Interactive conference, discussing a PepsiCo presentation. The firm has launched its PepsiCo10 initiative globally: this is an incubator programme in which PepsiCo collaborates with start-ups. Each start-up is matched with a PepsiCo brand, to deliver pilot programs of their technologies while receiving mentoring and support from industry leaders. Since launch in 2010, the initiative has generated innovative digital communications and business strategies. Digital marketing efforts as part of the programme have so far included social gaming, mobile apps, Facebook apps, and retail activations.

Summary
The report discusses some of the findings from brain science that marketers can apply to their work, and is based on a panel discussion of experts at the South by Southwest (SXSW) Interactive conference. The 'doppelganger effect' is covered, which shows that consumers are more likely to be persuaded by a marketing message if they are allowed to picture themselves consuming a particular product (which suggests that the social personalisation of ads might be effective). Equally, it looks at the subtle psychological effects words – both how they appear in marketing materials and how they are used to tell stories. Finally, it has advice for social media marketing: remember why people use social media and that their self-interest will always supercede brand activity.

Summary
This report from South by SouthWest Interactive summarises an address by Professor David Robertson on the revival of the children's toy brand, Lego. He contends that Lego's use of smart innovation management holds lessons for brands all over the world. He describes how, after years of strong growth, Lego's sales and share started to decline, despite an aggressive period of innovation. Then, from 2003, it streamlined its manufacturing processes and tapped its fanbase to take the brand back to its roots, which delivered an impressive increase in sales and profit.