SXSW day 3 highlights: Talking Shoes, feedforward tech and being tip of tongue

SXSW day 3 highlights: Talking Shoes, feedforward tech and being tip of tongue
SHARE
THIS



 

Jetlag subsided, now it’s just a case of dealing with hangovers from 6th Street parties, Tex Mex overload and power chord rage as 70,000 people fight to keep the energy bars of their laptops, mobiles and tablets full charged. I’m surprised the lights are still on in the city to be honest.  

Day 3 at SXSW was intense; I managed to attend quite a few presentations, some pretty awesome, some a little disappointing. Here are my highlights from Day 3:

 

Wearable tech goes motivational: Google’s Talking Shoe

I’ve been waiting for a jaw-dropping piece of tech to brag about on my Facebook wall. Look no further, it’s Google’s Talking shoe, in collaboration with adidas. It’s an experiment to show how wearable tech can tell inspiring stories for people via the web, and to flog its new advertising platform called Art, Copy and Code. It’s tech with a bit of personality e.g.: if you’re running fast it cheers you on.  Using a small computer, accelerometer, pressure sensor, a gyroscope and Bluetooth the kicks tell the person wearing them what they are doing (or aren't doing) and can relay that information to their smartphone via a speaker in the tongue of the shoe. Another example of wearable technology being somewhat seamlessly introduced into our lives.

Check out this hype vid.

http://www.youtube.com/watch?v=VcaSwxbRkcE

 

From Feedback to Feedforward technology

Interesting, yet very academic session called ‘Behaviour Change as Value Proposition’ by Chris Robson explored into the role technology plays in driving behavior change. Obviously a massively diverse topic, but much of the conversation the last few years has been around ‘Feedback’ sensors such as RFID tags and GPS devices providing valuable input to people and brands. The future is all about ‘Feedforward’ technologies intuitively guiding my next option at the point of decision. Chris’ example of going into Subway and Feedforward geo location tech being able to help you decide between cookies or a 12 inch sub by providing calorie info on your mobile in real time.  Google Now is a great example of a Feedforward utility proving real time answer almost preempting a consumer need. Shopper marketers take note as new opportunities emerge to provide intuitive value exchange at the point of purchase that’s.  

 

Top of mind means tip of tongue

Everyone here at a SXSW will claim they’re a bit of a social media guru and know the secret recipe for creating sticky and shareable content. You gotta call BS on a fair few of them. Was refreshing to listen to a Wharton Professor, Jonah Berger talk about his latest book ‘Contagious: why things catch on’ covering the 6 psychological principles for why people share. Sounds obvious, but marketers should focus on the psychology not technology of sharing. Jonah quoted the fact thatonly 7% of WOM happens online and wanted the word ‘Influencers’ banned, as there was no empirical proof of influencer impact on decision making over the long term. Marketers should focus on the message not the messenger. I’m rather skeptical of this influencer bashing as I’ve seen Influencer strategy work extremely well to increase both reach and engagement, surely all people aren’t created equal in their ability to influence others right?

So the key to contagion or ‘acts of circulation’ as network guru Henry Jenkins calls it?

Making audiences feel like insiders, sharing a secret is key to Social Currency. It’s the first of several "STEPPS" that also include Triggers, Emotion, Public, Practical Value, and Stories, which, if incorporated, can make any product or idea contagious.

Secondly, if something is ‘top of mind, it’s tip of tongue’. Referring to the need for brands to create trigger cues such as contextual names; Meow Mix cat food, naturalassociations e.g.: Peanut AND Jelly. Rebecca Black’s appalling YouTube Sensation ‘It’s Friday’ has continued to drive mass views on Fridays due to it’s title and contextual trigger of the word Friday.

Unsurprisingly, high arousal emotions drivepeople to share: humour, anger, fear, and sympathy. Brands need to create what he calls ‘Trojan Horses’, brand assets that could only be from your brand.  “Trojan Horses carry something along for the ride – the message a brand wants to get across in the middle’.

 

Fortune favours the Networked Mind

The last talk of the day, ‘The New Serendipity’ had some gold dust in it in regards to brands thinking about innovation. Having a beginners mind, reaching out like a child to meet new friends, learn new things and stop looking in the same places is the key to innovation. It’s kind of like a mantra for SXSW, you’ll come across more innovation in the queues talking to random people you meet. I’ll leave you with this John Perry Barlow wisdom bomb ‘Fortune favours the networked mind’.

 

So Yes, Google stole the show today with their Talking Shoe, but I did leave the conference inspired and looking for my moment of serendipity. 

Please login with linkedin to comment

Latest News

DDI Helps Aussies Find Their ‘Youness’ In New Campaign For Laser Clinics Australia
  • Advertising
  • Campaigns

DDI Helps Aussies Find Their ‘Youness’ In New Campaign For Laser Clinics Australia

When you’re famous for democratising laser, skin and injectables treatments, it is inevitable that you’ll be copied, so the time was right for Laser Clinics Australia to reframe the category once again with a more emotional stance starting with its most loyal supporters – everyday Aussies. The company’s brand agency DDI, working in collaboration with […]

Dentsu Aegis Network Agencies Collaborate With Fairfax To Dish Up Philips To Foodies
  • Campaigns
  • Marketing

Dentsu Aegis Network Agencies Collaborate With Fairfax To Dish Up Philips To Foodies

Dentsu Aegis Network (DAN) agencies The Story Lab, MKTG and Carat have collaborated on an interactive and authentic culinary experience for Philips Australia at Sydney’s iconic Night Noodle Markets. In a bid to drive relevance, trial and consideration for Philips’ Pasta and Noodle Maker, the DAN agencies have created a unique opportunity for foodies to […]

MercerBell Creates World’s Longest Conga For Carnival Cruise Line
  • Campaigns

MercerBell Creates World’s Longest Conga For Carnival Cruise Line

Hundreds of cruise ship guests aboard Carnival Spirit danced their way back into Sydney Harbour yesterday morning in the final leg of #CarnivalConga, setting a record for the world’s longest conga line at sea. The concept – involving 60,000 passengers on 25 Carnival ships in 13 countries around the world – was created for Carnival […]

Richard Korn Returns To Ipsos To Lead CX Division For Australia & NZ
  • Marketing

Richard Korn Returns To Ipsos To Lead CX Division For Australia & NZ

Ipsos Australia and New Zealand has announced the appointment of Richard Korn as managing director of Ipsos Loyalty, the customer experience (CX) arm of the market research company. The appointment sees Korn return to Ipsos from Hong Kong after a two-and-a-half-year stint with CX agency Albatross Global Solutions, where he was country manager. Korn has […]

Trippy Sanitary Napkin Spot Shows “Blood” After 74% Wanted More Realistic Ads
  • Campaigns

Trippy Sanitary Napkin Spot Shows “Blood” After 74% Wanted More Realistic Ads

UK sanitary napkin firm Bodyform has responded to customers’ demands for more honest advertising, reportedly becoming the first brand ever to use a red liquid to show the absorbency of its products over the traditional, (apparently) non-offensive, blue. The ad follows research by Bodyform’s parent company, Essity, that found 90 per cent of woman still attempt […]

by B&T Magazine

B&T Magazine
Leo Burnett’s Linda Fagerlund Joins Spark Foundry As Strategy Chief
  • Advertising
  • Media

Leo Burnett’s Linda Fagerlund Joins Spark Foundry As Strategy Chief

Spark Foundry has announced the appointment of Linda Fagerlund as its new national head of strategy. In the role, Fagerlund (pictured above, right) will be responsible for leading Spark Foundry’s client strategy team across Australia. Fagerlund joins Spark Foundry from Leo Burnett Sydney, where she led the connections strategy team, aligning digital, social, media and […]

Adobe Introduces New Lightroom CC Cloud Photography Service
  • Media

Adobe Introduces New Lightroom CC Cloud Photography Service

Adobe today announced the all-new Adobe Photoshop Lightroom CC cloud-based photography service. Launched over a decade ago, Lightroom became the industry’s leading desktop application for editing and organising photography. Now in an increasingly mobile-centric world, and with major improvements in smartphone cameras, Lightroom is transforming digital photography again. Built for professionals and enthusiasts, the new […]

Indy Agency The20 Says ‘We’re All Mental’ In Fresh Campaign For The Hobart Clinic
  • Advertising
  • Campaigns

Indy Agency The20 Says ‘We’re All Mental’ In Fresh Campaign For The Hobart Clinic

Marking three months since rebranding from Clemenger Tasmania, Hobart agency The20 has launched a new campaign it believes perfectly defines what it stands for. Created for The Hobart Clinic and launched during Mental Health Week, the campaign aims to change the way people think about the vital issue of mental health, urging people to accept […]

How To Get Greater Team Buy-In Through Better Visual Presentations
  • Opinion

How To Get Greater Team Buy-In Through Better Visual Presentations

In this guest post, Emma Bannister (pictured below), the founder and CEO of Presentation Studio, offers her top tips to ensure your next presentation is truly remembered and NOT met with resounding snores… Presentations are our most powerful tool in business – yet we’re getting them all wrong. Our information, ideas, vision and value is lost within […]

Opinion

by B&T Magazine

B&T Magazine
Study: 43% Of Millennials Would Give Up Sex For The Internet
  • Marketing
  • Media

Study: 43% Of Millennials Would Give Up Sex For The Internet

Not only are the Millennials apparently the most studied generation ever the results of the studies continue to throw-up a number of surprises. The latest is called the Millennial Black Paper and is the co-work of Hong Kong-based youth site 9Gag and research firm GfK and it’s revealed that 43 per cent of Ys would happily give up […]

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

With more than 12,000 registered attendees, Adobe has blitzed the record for the most number of creative people gathered together in one room at its MAX conference in Las Vegas overnight. Adopting a somber tone early in his presentation, Adobe CEO Shantanu Narayen offered his condolences to the victims of the mass shooting, which took […]

Opinion

by David Hovenden

David Hovenden
Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.