#artscienceandinspiration

SXSW Reflection by: Bob Travis, Creative Technologist, MRM//McCann Detroit

“Keep it Weird” is the unofficial slogan of Austin, Texas. It is a progressive city that has long been known for its vibrant live music, trend-setting restaurants and energetic bar scene. It is also a city that has become a hotbed for tech companies and innovative startups. This makes Austin the perfect city to host an event like South by Southwest (SXSW). 

SXSW is a two-week festival that encompasses Film, Music and Interactive. Every March it transforms Austin through this amazing event that is really hard to describe. The first week of the event focuses on Interactive, or more specifically - art, science and technology. The second week is turned over to the music industry, and film is layered over both weeks. 

I first heard about SXSW a few years ago and was intrigued by what it had to offer. So, I was blown away when I received an email from our presidents Michael and Hank, inviting me to represent MRM//McCann as a member of the SouthXMRM ambassador team. It was truly an honor, and I didn’t hesitate to accept the invitation.

I have a deep-routed emotional connection to our space program. As a kid growing up in the 60's, I remember how the space program was a big deal for our country, fostering incredible national pride. There was no 24/7 news coverage, but we did have Walter Cronkite on CBS and his colleagues on ABC and NBC who were our lens into the new frontier.

The Mercury and Apollo launches were major television events with all of the networks focusing on the complete coverage, from launch to splash down. As a ten-year-old boy it was riveting, and while the coverage faded it certainly etched a permanent memory in my brain that has yet to fade.

During this session, mission control connected with the space station, and, as expected, the crowd in the room exploded in cheer. You could just feel the electricity permeating the room, as our collective nerves came alive. Following this demonstration, several members of the audience were chosen to ask the Astronauts a question. While I wasn't chosen, many great questions were asked - and I enjoyed the discussions that ensued.

I shared a cab with a guy named Brian Duggan, and this chance encounter led to me going to a different session than I originally planned. Brian was presenting later that day on a topic called “Your #Hashtag Is Your Event.” So I went to his session and I got a peek at how event planners utilize social channels and some of their problems.

Here are three take-aways from the session.

1) ibeacon: ibeacon is a Bluetooth light tool that can be used to collect info on users, such as automatic login to an event. I can see this tool being used in the auto industry to track after hours shoppers in order to learn who is interested in certain vehicle types.

2) Users: 40% of Twitter users are readers only, and while they may not engage in conversations they are very engaged in your brand. Because of this it is important to not get discouraged by their lack of response, keep reaching out to this group on a consistent basis because they are listening.