Mark Silva, SVP Emerging Platforms, and Tarah Feinberg, Digital Innovation Specialist, at Anthem Worldwide - Digital, attended SXSWi & SXSW Music 2011. While there, we chatted with the digerati, tested the emerging technologies and apps and learned as much as we could with our peers. This presentation includes our observations, insights and a deep analysis of GroupMe, SCVNGR and Hashable, three of the most popular apps at the event. In addition, we highlight several brand promotions that stood out from the noise. There was no dearth of brand integrations and promotions at SXSW 2011, but there were a few brands that truly stood out by offering utility and relevant experiences. Chevy, PepsiCo and Foursquare stood out above all.

1. SXSW 2011
Real Branding Emerging Platforms
Insights & Takeaways
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Monday, May 2, 2011

2. WHAT STOOD OUT?
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3. KEY TRENDS & THEMES
‣ GeoSocial
‣ Abundant 3rd party Foursquare API innovation (reminiscent of Twitter)
‣ Recommendations (food, events, etc.)
‣ Nightlife & Dating
‣ Gamification
‣ Transmedia
‣ Photo Sharing
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4. LEADERS (BY TWEETS)
http://tcrn.ch/hSsZ2J
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5. STANDOUT BRANDS
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6. BEST PARTIES & EVENTS
‣ Foursquare plays foursquare at PepsiMax lot all week
‣ 140 Characters Conference (#140conf) cocktail party
‣ Startup RV
‣ SimpleGeo
‣ Foursquare official party
‣ Foursquare/PepsiMax Big Boi concert
‣ Hashable/Groupme Party
‣ Crowdtap launch party (Mr. Youth)
‣ Big Bang Bordello Party with True Ventures and Tunehopper
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7. THE APP WARS
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8. Instagram 65%
Foodspotting 65%
THE PEOPLE’S Addieu 44%
CHOICE: Foursquare 43%
BEST 24 APPS AT Yobongo 41%
SXSW 2011 Hashable 38%
WalkIn 37%
Per Opinionaided, free iOS survey app
GroupMe 36%
Source: http://bit.ly/jhRVgO Uber 36%
Situationist 36%
GroundLink 36%
Neer 35%
IntoNow 34%
SWAGG 33%
Fast Society 31%
Skifta 26%
Hurricane Party 26%
Grouped{in} 25%
Beluga 24%
SCVNGR 23%
HeyWire 23%
Whrrl 22%
Kik 16%
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Gowalla 13%
Monday, May 2, 2011

9. OVERVIEW
‣ Group messaging application
‣ Text
‣ Calling
‣ Share photos & location in chats
‣ Branded groups around entertainment and other commercial properties
‣ Create as many groups as you want
‣ Avoid SMS fees if using data
‣ Free
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Monday, May 2, 2011

10. EMERGING PLATFORMS VETTING
Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media
‣ Created in May 2010 ‣ “Hundreds of ‣ Users invite friends ‣ Branded groups ‣ No charge for
at TechCrunch’s thousands” of ‣ Tap into brand- ‣ Conversational branded groups yet
Disrupt Hackathon registered users relevant categories, ‣ Brand awareness & ‣ Few brands on
‣ Over $11M in ‣ Over 1M SMS/day events & engagement platform yet
funding: betaworks, ‣ Need specifics: conversations ‣ Conversational,
SV Angel, First Round ‣ Reach extremely entertainment-
Capital, Lerer ‣ # regular users
social, trendsetting focused platform
Ventures & angels ‣ User demos early adopters ignites network effect
‣ Co-Founder Steve ‣ Engagement w/ focused on telling ‣ GroupMe has
Martocci formerly of branded groups social groups what’s partnerships with
Gilt Group and Tumblr worth paying major events (e.g.
‣ powered by Twilio attention to Lollapalooza) & is
‣ Won “Best Group receiving a great deal
Messaging App” at of press
SXSWi
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11. GROUPME LEAD THE
GROUP MESSAGING
PACK
GroupMe was the clear winner.
Beluga got a bump from the FB
acquisition.
*Analyze this with caution - based on
Twitter data
http://tcrn.ch/dMmdNN
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Monday, May 2, 2011

12. ‣ Benefits:
ASSESSMENT
‣ Drawbacks:
‣ Good UI & functionality ‣ Most useful at large events with many
‣ Works seamlessly with SMS if user doesn’t activities
have app/data service ‣ Member list not intuitive if using SMS
‣ Great value to user if data service ‣ Like email reply all, generates unneeded
available messages to whole group
‣ Recommendation: ‣ Main Competitors:
‣ Consider testing effectiveness for clients ‣ Beluga (owned by Facebook)
• Tap into existing GroupMe events/ ‣ Fast Society
partnerships ‣ Party & dating apps (e.g. Hurricane Party)
• Curate/promote relevant conversations
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Monday, May 2, 2011

13. OVERVIEW
‣ Social location-based gaming platform for mobile phones
‣ Players participate in digital challenges (scavenger hunts) through real world activities
‣ Earn virtual rewards (badges)
‣ LevelUp: Earn real world rewards (discounts & deals)
‣ Free
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14. EMERGING PLATFORMS VETTING
Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media
‣ Launched in July ‣ Over 1M registered ‣ Over 20k locations ‣ LevelUp offers ‣ Platform not
2010 users with live deals businesses tiered saturated by brands
‣ Over $15M in funding ‣ To be included as ‣ Activity posted to FB loyalty scheme, yet
native app on 4G & Twitter incentivizing repeat ‣ Game & deal-focused
‣ $100M valuation visits
Sprint Android ‣ Tap into brand- platform ignites
‣ Founder, Seth handsets ‣ Game network effect
Priebatsch, is a serial relevant categories,
entrepreneur who ‣ Need specifics: locations & ‣ Daily/regular deals ‣ Scvngr is receiving a
began founding ‣ User demos incentivize purchase ‣ Reach extremely great deal of press
companies with decisions social, trendsetting
‣ # regular users
international teams early adopters
at 12 (received $1M ‣ activity stats focused on finding
funding at 17) ‣ Engagement w/ deals, having fun and
‣ Over 650 institutions and success of telling others about it
are building offers
experiences
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Monday, May 2, 2011

15. SCVNGR CASE STUDY:
BUFFALO WILD WINGS
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16. ASSESSMENT
‣ Benefits: ‣ Drawbacks:
‣ Visionary, insightful, articulate leader ‣ Participants must download app
‣ Some proven results with businesses ‣ Gamification is fun, but not regular part of
‣ Earning = more meaningful incentives daily activity for most
than coupons & daily deals ‣ LBS privacy concerns
‣ Recommendation: ‣ Main competitors:
‣ Build a test challenge on the platform with ‣ Foursquare
a retail client who shares the target demo ‣ Facebook
‣ Get familiar with user experience ‣ Yelp?
individually ‣ Groupon/Living Social (for deals)
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Monday, May 2, 2011

17. OVERVIEW
‣ Mobile digital business networking & relationship tracker
‣ Connect with people using Twitter name or email address
‣ Post and share who you meet with on Twitter
‣ Introduce contacts to each other
‣ Track who you connect with the most
‣ Discover new people by seeing who your friends are meeting
‣ Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto)
‣ Free
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Monday, May 2, 2011

18. EMERGING PLATFORMS VETTING
Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media
‣ Launched private ‣ Digital media ‣ Mentions posted by ‣ Connect with other ‣ Streamline
beta in June 2010 professionals influencers to their technophiles connections & follow-
‣ Over $4M in funding ‣ Advertising/ networks ‣ Act as trendsetter in ups at industry
marketing industry events
‣ Founder, Michael
Yavondite: Quigo, professionals
Altavista, Juno ‣ Need specifics:
‣ Streamlines business ‣ # users
networking & social ‣ User demos
interactions
‣ # regular users
‣ activity stats
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Monday, May 2, 2011

19. HASHABLE SXSWI
2011 INFOGRAPHIC
Gary V was the most hashed
Most active type: “Founders” (27%)
Most Active Hometowns:
1. Boulder
2. NYC
7. SF
Peak Times: 12-3pm & 7-10pm
Full infographic:
http://hashable.com/sxsw
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Monday, May 2, 2011

20. ASSESSMENT
‣ Benefits: ‣ Drawbacks:
‣ Streamlined, paperless way to share ‣ Participants must download app/visit site
contact information ‣ Some consider these hashtag
‣ Record of who you met where communications spammy
‣ Automatically integrates connection ‣ Competing with LinkedIn, so doesn’t
messages from connected accounts integrate
(Foursquare, Twitter) when hashtags are ‣ Contact info usually incomplete
used
‣ Recommendation: ‣ Main competitors:
‣ Use for individual needs if it adds utility ‣ LinkedIn
‣ Carefully consider when to post ‣ Bump
connections to other social networks ‣ Plaxo
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21. A VETERAN MAKES WAVES
‣ Explore
‣ Category
‣ Friends’ tips
‣ Popularity
‣ Distance
‣ American Express SXSW Partnership
‣ Users received automatic discount at POS with check-in
and linked account
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22. BRANDS
@SXSW
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23. NOISE
&
SPAM
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24. PEPSI
MAX
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25. FEDEX
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26. CNN
GRILL
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27. UBER
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28. CHEVY
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29. AGENCIES
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30. KEY TRENDS & THEMES
‣ Utility
‣ Service
‣ Fit
‣ Entertainment
‣ Food
‣ Contests (especially the most Spammy)
‣ Free
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31. OTHER
HIGHLIGHTS
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32. USING SXSW RESOURCES FOR
GOOD...FAST
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33. GAMESALAD
Creation: Drag & Drop - no coding
required
Testing: on any iOS device
Portfolio Management:
Submit to App Store
Marketing material creation
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34. KIIP
Reward gamers at point of achievement
with tangible gifts
Launched out of stealth April 11, 2011
Currently discussing partnership
opportunities for our clients
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35. LIPTON NATURALS
@Lipton Lounge directly across from
Convention Center
Conducted on-site interviews in Lounge &
around SXSW Music
- generated original video series
- amplified editorial content strategy
Drove large FB Fan and Twitter follower
increase
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36. SXSWI 2011: DIVE DEEPER
‣ Silva’s “Bubble or Bubbly?” panel: http://www.youtube.com/watch?v=GWZLx8Zcvrg
‣ Shiv Panel: http://www.youtube.com/watch?v=Xb9Kby9_NBQ
‣ PepsiCo Video w/ Silva & Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE
‣ Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny-
trejo
‣ Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq
‣ Photostream from Foursquare engineer: http://bit.ly/fnH7k2
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