sxsw 2014: experiential marketing audit

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In addition to producing experiential marketing activations for PayPal and ExactTarget, the PBJS SXSW team visited as many booths, buses, domes, lounges and parties as we had energy for. Here's what worked, what failed and where we saw opportunities for improvement.

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PBJS SXSW Recap_Experiential_31914.pptx

MSLGROUP | PBJS

Experiential Marketing at SXSWi Presented 3.19.14

MSLGROUP | PBJS

Who Attended

Source: 2014 SXSW Marketing Prospectus

30,000 people who

look like

this.

Under 21 1% 21-34 47% 35-44 34% 45-65 18% 65+ 0%

AGE

1st Year 52% 2-4 Years 31% 5-9 Years 11% 10+ Years 6%

YEARS ATTENDED

International 20% Domestic 80%

GEOGRAPHY

Under $25k 5% $25-50k 10% $50-75k 14% $75-100k 13% $100-150k 23% $150-200k 35%

HH INCOME

Industry 75% Fan 25%

INTEREST IN SXSW

Sales 10% Marketing 15% Biz Dev 8% Creative 22% Management 23% Other 22%

JOB FUNCTION

MSLGROUP | PBJS

Who Showed Up

MSLGROUP | PBJS

MAKING AN

MAKING Theres a FINE LINE...

NOISE And

IMPACT

SXSW ACTIVATION HIGHLIGHTS

MSLGROUP | PBJS

Spotify House Location was outside of usual SXSW

activations with both indoor and outdoor spaces

Interactive Touch-screen music trivia game

tables (we lost every time) Listening stations

Photo booth created playlist mosaics with your photo. Large display outside of booth and the playlist was emailed to you

Signature free drinks & food truck Outdoor concerts & indoor DJs

MSLGROUP | PBJS

Mashable House Partners/Sponsors: Friskies Grumpy Cat Photo Opp Mastercard Priceless Surprises Twitter Vending

Machine HBO Silicon Valley Juice Bar and Nap Pods Other experiences: Giant projection of real-time content with #MashSXSW

by Mass Relevance Mashable Gallery The Easter Egg, hidden speakeasy

MSLGROUP | PBJS

SAMSUNG Music Lounge Customized juice drink based on mood (tablet with questions) Use Galaxy tablets to design a t-shirt Free swag for interactions/Samsung owners

Speakers, headphones, sunglasses, etc. Rent a device for 24 hours

Phones, tablets, smart watches Yoga & Crossfit classes on the roof Vine video booth Other Tweet #poweron for battery swap anywhere around SXSW

MSLGROUP | PBJS

American Express Serve Station Consumers tweet for a treat at station: Daily good included:

10-min massages, juice, blow out & shaves Each #ServeSomeGood tweet = $1 donation to United Way

MSLGROUP | PBJS

Trending Vending with Oreo Using the same technology as 3D printing,

custom orders were created to order based on trending topics on Twitter

Activation space was created using a shipping container, and included the vending machine, a milk bar and a DJ

Cookies took about two minutes each to make, which created a long line and a lot of buzz

MSLGROUP | PBJS

Subway Subway had two footprints one inside the Convention

Center and a larger footprint outside Inside, they hosted a game that tested your concentration

by measuring brain waves and pitted you against an opponent in a mental tug of war

Outside was a more standard space where they hosted content, like Zac Efron and Seth Rogan to talk about their upcoming movie

While neither activation was amazing, the locations were great and the fact that they pointed to each other was smart

MSLGROUP | PBJS

Spredfast Girl Talk Concert Spredfast (a B2B social media management company)

hosted a Girl Talk concert at Stubbs SXSWers could win tickets by

Entering a Twitter sweepstakes Attending an open house at Spredfasts downtown

office Spotting their street team and getting a token

Good mix of online and offline promotion and content

MSLGROUP | PBJS

7 Eleven #gimmepizza 7 Eleven delivered pizzas to SXSW

attendees that tweeted @7Eleven using the hashtag #gimmepizza

The pizza box included instructions to post a selfie

Pizzas were baked in two food trucks that were debuting the newest flavor of Slurpee, Diet Coke

This was the best thing that happened at SXSW, ever. Brad Murrell

MSLGROUP | PBJS

Nespresso Created a high-end coffee bar

feeling within a dome tent shaped like their new pods

Touchscreen experience guided the user towards the coffee that was right for them

Brand ambassadors dressed as baristas prepared the coffees created in clear, disposable cups so attendees could see the foam

MSLGROUP | PBJS

THE STRAIN Transformation Station to tease the

upcoming show Included branded energy drinks, water,

and an alarming number of eerily calm brand ambassadors

Nap pods could be reserved online for 20-minute intervals where attendees could lay down and watch a sneak preview of the show

MSLGROUP | PBJS

3M idea exchange Highlighted innovative ideas from

different industries Packing tape artist Post-It Notes and EverNote

partnership 3D Multi-touch displays

Charging stations Daily happy hour with free cocktails

and cupcakes

MSLGROUP | PBJS

CHEVY Test Drives The latest Chevy models were onsite and

available for test drives I drove the Volt, which was cool but

SXSW is not the best place to test drive a car since theres tons of traffic and pedestrians

Free t-shirt for test driving them Catch a Chevy Offering rides to people between sessions

MSLGROUP | PBJS

Gaming Expo Real-Life Mario Kart by Pennzoil and Nintendo Pennzoil set up a go-kart track where attendees could

play a four-lap, real-life version of Mario Kart, including power ups

Also offered a Go-Pro video of your actual race to share on Facebook and other social networks

DIY Drones Booth that demonstrated the processes and materials

needed to build an airborne quadcopter Participants were even able to take the drones out for a

trial run

MSLGROUP | PBJS

GuerRilla Tactics SXSW is really strict with what non-official

sponsors can do, so most guerrilla tactics were limited to strangely dressed brand ambassadors yelling at people

Photo opps were big. And not always rational. Heres what preceded this photo. Its a rock and roll gorilla. Will you hold it? Umm...OK. Great. Heres where you can collect your

picture.

MSLGROUP | PBJS

After Parties SXSW hosts a variety of parties often

offering free drinks and live performances Brands often use social media as a way to spread

the word and offer VIP pass giveaways and contests Parties offered well-known artists, Photo opps &

swag (glowsticks!) LINES! LINES! LINES!

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AWESOME Oh yeah, and there were these

PBJS WORK AT SXSW

ACTIVATIONS

MSLGROUP | PBJS

Took over popular downtown Austin restaurant Created space to relax, recharge and refresh Space included charging stations,

complimentary drinks and a healthy snacks

Each afternoon, ExactTarget energized attendees and the Orange Oasis with a Happy Hour compete with DJ

Photo

Photo

Photo

ExactTarget Orange Oasis

MSLGROUP | PBJS

PayPal Social Media Lounge PayPal partnered with TechSet to sponsor the Social Media

Lounge inside the Convention Center

The space offered work stations, refreshments, content, and daily acoustic performances

Consumers were encouraged to download the PayPal app in order to order coffee and swag within the space

MSLGROUP | PBJS

PAIN POINTS sxsw attendee

POTENTIAL BRAND OPPORTUNITIES

MSLGROUP | PBJS

Mo People, Mo Problems Attendance at SXSWi has tripled in five years and this is just the numbers for the interactive portion. This influx of people causes:

Long lines for everything Gross bathrooms Traffic

10,741

14,251

19,364

24,569

30,621

2009 2010 2011 2012 2013

Year by Year SXSWi Attendance

OPPORTUNITY: Android offered its users branded line-placeholders, who they could text

and ask to stand in line for them.

MSLGROUP | PBJS

Transportation Short-distance transportation needs are addressed with branded pedi-cabs, but since people have to stay miles from downtown Austin, any kind of transportation to and from the Convention Center is a nightmare. Cabs are impossible to get, and the official SXSW shuttle can take up to an hour to complete its loop.

OPPORTUNITY: Branded shuttles that can be reserved and scheduled online before SXSW begins.

MSLGROUP | PBJS

Phone Battery DEATH Many sponsors offer charging stations within their activation space, but everyones phones are still at 10% battery for much of the time in which case they are desperately looking for an outlet.

OPPORTUNITY: Charging stations. Mobile chargers as giveaways and/or prizes. Samsung will deliver extra phone batteries to people who tweet that they need them.

MSLGROUP | PBJS

FOMO There are so many sessions, and so much to see and do, that you feel as though you are almost always making the wrong choice.

This is made worse by the fact that anything with buzz around it has exceptionally long lines which means that to be in that session or eat that 3D-printed Oreo, you must forego other experiences.

OPPORTUNITY: Curated tours of SXSW with reserved times to see specific activations. App that makes session recommendations based on interest.

MSLGROUP | PBJS

Tech Overload Warnin