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24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
09
MARKETING TO
THE TECH CROWD
The festival saw activations from major marketers Subway,
Mastercard, Pennzoil, Chevy, Nespresso and Pepsi, brands that are
not conventionally considered “tech companies.” As marketers,
this indicates these brands are seeing value in the association with
technology. A survey by SXSW showed that 96% of attendees
actively use social media, making these tech-focused consumers
more influential than the average consumer. Brands are beginning
to target the tech crowd as an influential segment, much as with
music and fashion enthusiasts in the past. By aligning brands with
this passion vertical, marketers are broadcasting an innovation
message (even where innovation might not be taking place) as
well as targeting a group of individuals with significant earned
media potential.
24THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

Publié dans : Technologie
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  • Great
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  • @shawn_u Thank you Shawn - yes we were there for Interactive. Would love to hear your thoughts on SXSWedu if you're willing to share.
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  • good job. I take it you were just at the interactive portion? SXSWedu was fascinating and the impact of technology on education was mind boggling
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