Sessions at SXSW Interactive 2012 about Brands and Marketing on Monday 12th March

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  • @BettyDraper's Guide to Social Storytelling

    by Helen Klein Ross

    Making a story social isn't all about marketing. It's also about helping to build a better narrative – extending and enriching the story, whether your story is driven by a fictional character or a brand. We'll examine current examples of advertising, transmedia, brand fiction and branded content to determine what makes stories work for today's social audiences--and what makes them fail.

    At 9:30am to 10:30am, Monday 12th March

    In Longhorn, Omni Downtown

    Coverage audio clip

  • Branded Documentary: Cause Marketing's Best Media?

    by Lisa Pearson, Stephanie Smirnov, David Modigliani and Sarah Montante

    Procter & Gamble recently commissioned Flow Nonfiction to create a documentary film capturing one of its signature cause programs: Pantene Beautiful Lengths. PBL has donated over 272,000 ponytails for real-hair wigs to the American Cancer Society, and also generated significant ROI for the brand itself. How and why has the program succeeded in making good on doing good? Through communication innovation, like branded documentary film. Marketers and filmmakers, your union is at hand. Film-driven campaigns are setting a new standard of authenticity and ROI. PR and digital agencies are leveraging branded film assets through interactive, integrated campaigns -- building brand platforms and driving user-generated content. But how do marketers sell in films to clients? How do filmmakers and brand managers execute the process? How is branded content best leveraged? And does it actually deliver? This panel’s case study provides a 360 view - and best practices - from the campaign’s key partners.

    At 11:00am to 12:00pm, Monday 12th March

    In Room 18ABCD, Austin Convention Center

  • Crowdsourced Creative: Friend to Advertising?

    by Neil Perry

    Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.

    At 12:30pm to 1:30pm, Monday 12th March

    In Assembly Room, InterContinental Stephen F. Austin

  • Drugs, Milk & Money: Social & Regulated Industries

    by Glenn Engler

    Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.

    At 3:30pm to 4:30pm, Monday 12th March

    In Assembly Room, InterContinental Stephen F. Austin

  • Brands That Believe in Sex After Marriage

    by Noel Franus

    We work so hard to get people to like us. Buy this! Click here! Love me! So why is it that so many people—and most brands—suck at keeping things lively once they have us on the hook?

    Customer service generally stinks. Products rarely evolve with our needs. And loyalty programs are usually no more than a carrot on a string.

    A marriage isn’t supposed to be this dull.

    We’ll take a look at the nitty-gritty psychology and behaviors associated with keeping things exciting long after buy-in, explore left-of-center approaches to bringing customers back and serve up inspiration for designers who want to to create experiences that build customers for life.

    At 3:45pm to 4:00pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

  • Genius or Feeble? Ranking Luxury Brands Digital IQ

    by Scott Galloway

    How do Chanel, Louis Vuitton, BMW and Rolex stack up across digital platforms. NYU Stern Professor of Marketing Scott Galloway, has developed the L2 Digital IQ Index® to evaluate the digital competence of brands across more than 350 datapoints. The flagship Luxury Index ranks 100 iconic luxury brands across four dimensions: Site & E-commerce, Digital Marketing, Social Media and Mobile, and assigns them a Digital IQ.

    This no mercy, no malice review helps brands allocate capital more efficiently and serves as a proxy for which firms are most innovative. L2 has established a statistically significant relationship between Digital IQ and shareholder value and revenue growth.

    What's your brand's Digital IQ?

    At 5:30pm to 5:45pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin