SXSW Day 4: Sharing hate, slow content, living data, embedded tech and tangible keepsakes

SXSW Interactive day 4 was about getting in touch with my geeky side. I wanted to spend some time today attending sessions and exhibits from way out there tech futurists and try and get a glimpse of what’s around the corner. I also wanted to see if there were some digital counter trends to balance the 600,000 mentions in social media of the word ‘Innovate’ so far during the conference.
Here are my Day 4 SXSW Interactive 2013 highlights:
Forget ‘Liking it’, ‘Hate it’
Sometimes things just annoy the hell out of you and you want to share it with the world. Now there’s an app for that. The most buzzed about app of Day 4 was an app called Hater where you can share what you hate on social networks. It’s like Instagram for everything you hate. Watch out duck face selfie’s, celebs and politicians this could be a hit.
Slow Content in a Hyper-connected world
In today’s hyper-connected world where everyone is seeking an always now existence, brands are looking to deliver real time snackable content to cater for our ever diminishing attention spans. Today Margot Bloomstein offered a counter trend with her ‘content strategy for slow experiences’ session.
Slow content aims to slow down users, focus their attention, get them exploring whilst helping them act more deliberately in the moment. It’s not a content approach for every brand, but it’s perfect for those looking to create a deeper brand narrative and genuinely invite consumers in. Patagonia creates slow content experiences, delivering deep long form content, rich copy, rich in detail with total transparency – the good and the bad.
Unlike Amazon-type etailers where speed through checkout is the goal, slow content helps the customer make the right choice, not just a choice. Ikea is doing this really well. Brands looking to demonstrate their passion and purpose should think about a slow content approach.
Living Data predicting the future
We all seem to agree that big data is sexy, if used the right way it can solve many of the world’s problems. Filtering the signal from the noise is the big challenge for marketers. Futurist Bryon Reese’ ‘Algorithms optimize Human existence’ session went into fascinating (although somewhat scary) detail about the potential for using big data and tech to improve the quality of life.
We're headed to a world where everything we do (behaviour, speech, thoughts) will be digitally recorded (and perfectly remembered), creating a digital record of your life. But more than the record, the data can be analysed, collecting every cause and effect and developing solutions. Surveillance state you say? Maybe.
Reese believes "Everybody's life will become action and data to make others' lives better". Significant stuff.
The brands of tomorrow need to look at how they can use, what I call, Living Data to identify patterns and then deliver utility that help people help each other.
Embedded technology making Humans the new interface
As digital devices get smaller they will get more embedded into our lives, literally. A session called ‘The Human Body is the next interface’ explored the future reality whereby embedding micro machines inside the human body will happen.
Pharma and healthcare industries could be the most innovative marketers in the world in the next few years.
He referenced several fascinating scenarios. Imagine a baby in a cot, with the blanket containing embedded Nano tech. The blanket senses skin temp, alpha waves, pulse and other vitals, the blanket then releases medicine for baby based on signals from embedded tech. Closer on the horizon are bras that detect signs of breast cancer.
It’s not all life saving preventative tech though. Programmable clothing is not as far away as you might think. French brand Lacoste recently celebrated their 80yr anniversary with this ‘Future of Polo’ programmable clothing piece. Pretty cool possibilities.
Forget Minority Report type stuff. The Human body is the next interface.
Tangible Keepsakes born from a digital world
Brands can get obsessed with creating digital stuff, as we’re constantly told that’s where and how people live. ‘Embracing Analog’ a session run by Ann Mack, Paul Woolmington and Frank Rose offered an alternative point of view.
Their research into the current digital need states of Americans, from Millennials to the Grey market, identified that people are craving sensory appeal in a digital world. Woolmington states; “We want something to have and hold – we crave the tactile and like to ignite the senses.”
It would seem people today miss memories in a physical form. Interestingly, 73% of Americans want to turn digital memories into physical ones. People are wanting “tangible keepsakes” from their digi experiences. They want to preserve things that have emotional value to them. Brands like Stitchtagram who turn Instagram pics into handmade pillows and bags are all over this trend. Brands need to think about how they create branded memories that exist both digitally and physically.
So, one more day of digital love, Tacos, start up tech parties and speeches before the 25hr journey home.
Dan Pankraz is regional srategy director APAC for Iris.
Please login with linkedin to comment
Latest News

Doritos Champions Infamous Orange Dust In New Campaign Via VaynerMedia, TRIO & Mango Communications
There's three absolute givens at any B&T bash - the Jatz, the Dorito and the fruity lexia.

Alan Jones (AKA Gloria) Threatens To Sue Nine Papers Over Indecent Assault Allegations
Why does B&T get the feeling that Alan might actually enjoy a stint in an all-male prison?

Adobe: Calming Rhythms, Nostalgia & Wonder & Joy Set To Dominate Creativity
Be first to read the Adobe Creative Trends 2024 Report here. And there's sparse news for fans of the knickerbocker.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

Tennis Bad Boy Nick Kyrgios To Create New Athlete Content On OnlyFans
Tennis brat takes time off from embarrassing the nation to reveal new social media initiative.

Before Adland: The Media Store’s Sam Cousin’s Journey From Parisienne Nanny To Chief Strategy Officer
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.

Thursday TV Ratings: Seven’s Big Bash Debuts To Sluggish 318K
The fact that it's December, meteorologically confirms summer is officially here. Cricket just gives it a nudge along.

Spotify CFO Walks As Problems Grow For Streaming Giant
Spotify CFO heads for the Spotify exits. Has requested "Don't You Forget About Me" as preferred leaving song.

TV Reporter Gives Withering Takedown After Being Fat Shamed Live On Air
Haven't yelled "you go, girl" for some time now? Clear the throat and ready the fist pumps with this overnight news.

BBC Presenter Left Red-Faced After Sticking Middle Finger Up LIVE-ON-AIR!
B&T warns this article contains gesticulations readers may find offensive. Yet, nothing you don't see driving every day.

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

Foxtel Wins Exclusive Multi-Year Rights Extension With International Cricket Boards
Are you such a weird cricket tragic you even watch games when NOT played in Australia? Foxtel has exciting news for you.

News Corp Launches One-Off Taylor Swift Mag Ahead Of Aussie Tour
Thought we'd reached peak Tay Tay overload? News Corp declares "f@ck that" with a new print iteration.

It’s Quiz Time: Team B&T Got 100% – Can You?
Take B&T's Friday trivia, outrageously cheat, & go into the draw to win a $100 booze voucher! Alcohol & con artistry!

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

wildbean cafe Launches Cheesy New Campaign Via Ogilvy
B&T feels like we're cheating on our barista with this news. And, for that, we'd like to apologise to 7-Eleven too.

Chris Freel Announces Departure From UnLtd
UnLtd boss, Chris Feel, announces departure after six years. Says he won't miss those shithouse industry cricket games.

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
Reddit reveals its hits and its misses for 2023. Oddly, Meghan strangely absent from either list.

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
This is a wake-up call to start planning your 2024. Even more so if 2023 turned out a badly planned disaster.

Assembled Media Inks TikTok Creator Campaign for BIC
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.

Selfies! Swipes! Scrolling! It’s The Best Of The Best Social Media Directors, Presented By Finecast, Part Of GroupM Nexus
Social media's far more than faffing about with videos of the office dog, as these digital maestros attest.

Thinkerbell Unveils Pringles “Shoot From The Chip” After Winning Competitive Pitch
Other than heroin, nicotine and Sex In The City re-runs, is there anything more addictive than the Pringle chip?

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

“He Cannot Die Without People Knowing What He’s Done”: Alan Jones Accused Of Indecently Assaulting Young Men
As sad as it is to say about these unsavoury allegations, why does it not come as any real surprise?

B&T TV – Jasmin Bedir On Why Trade Media Needs To “Drop The Shade”
Much like the arrival of tequila shots, you know you're in for a rollicking good time when Jasmin Bedir gets involved.

Kmart Does Christmas Via Dentsu Creative
Kmart is always B&T's one-stop shop at Christmas. Particularly for people we don't overly like.

Wavemaker Promotes James Boardman To Chief Strategy Officer
James Boardman amps up his Dungeons & Dragons creds as he's named Wavemaker's chief strategy officer.