The SXSWI conference has grown steadily for 20 years due in large part to its buzz factor. This year’s SXSWi was different—the buzz factor was missing. In fact, the recurring theme of hallway conversations this year was precisely the lack of buzz—no dominant brand, launch, technology or story this year. No sign of the highly sharable “it” apps and mobile technology chatter of the past. This guest post comes from Metia’s Deborah Hanamura who gave us her take on what she got out of SXSW last month….
“The biggest marketing splashes at SXSW came from well-established brands that are digitally savvy, but not necessarily digitally centered, such as Oreo, American Airlines, Pepsi and Doritos. Chevy received a lot of attention with their “Catch a Chevy” promotion, but much of the interest could be attributed to the lack of shuttles and the general desperation for transportation. It’s also notable that BlackBerry invited a fresh look at their phones by sending skulking vans around the outskirts of the festival, while Doritos proudly dominated every snack stand and party.
Still, there wasn’t another darling to celebrate this year.