With so much information overload, we put together our most relevant takeaways and bits of inspiration for brands. If you'd like to know more, contact us at www.iris-worldwide.com. Thanks for reading!

1. SXSWBitesThe best of SXSW 2014 made easy to digest

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Well, another year has passed and the crazy
(and often overwhelming) world of SXSW has
continued to exponentially fill our brains with
the latest and greatest in technology and human
behavior. However, unlike past years that focused
on the latest, coolest app launch, this year’s big
theme centered on our response to all the recent
technological innovations that have come into our
lives. The big keynote speakers this year were Julian
Assange and whistleblower Edward Snowden, rather
than the CEOs of tech companies as in years past.
Some might even say the pendulum swung to give
people respite in the face of technological overload,
as this was the first year we’ve seen ample yoga
and meditation classes, offering festival-goers a
break from it all!

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TAKE A LOOK INSIDE AT SOME OF OUR
BIGGEST TAKEAWAYS AND WHAT THEY
MEAN FOR BRANDS.
Of course, everyone leaves SXSW thinking, so
where is this all going to take us? What does the
(not so far) future hold? For starters, we can all
expect technology to become more intuitive and
multifaceted, with more reasoning capabilities
to enhance our lives and our experiences. Think
intuitive suggestions, predictions, auto learning,
and human-like senses. With embeddable
technology evolving by the minute, we’re already
seeing sensors being embedded in the body and
our sense tracks, reducing the distance between
our skin and the external world. With transcending
devices, people can bring their cloud with them
from their phone to car and other smart devices,
meaning their expectations for seamless (and
often non-linear) brand experiences will continue
to grow.
ON THE HORIZON: THE NEXT EVOLUTION OF TECHNOLOGY
This year we saw robots, live space talks with
astronauts, and connected cars with predictive
analytics that can warn drivers about potholes, the
speed to take corners, and even begin personalized
driving recommendations. And with prototypes of
cars that will drive themselves, maybe, just maybe,
we’re not so far off from the future of the Jetsons
and Marty McFly after all…

4. theBIG
themes

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We all have a human desire to make our lives easier,
simpler and better, and technology and digital
innovation continues to address many of these
needs. To utilize these innovations and reap the
benefits, we’ve become walking data generators,
either knowingly or unknowingly handing over our
data to companies and brands. In the best case
scenarios, our data is used to help create more
engaging experiences, motivate our action and
create better, more personalized relationships to
drive loyalty. However, rather than focus on these
benefits, this year countless talks focused on the
dark side of data and concerns over it’s security.
On one hand, we as users need to hand over data
and information about ourselves to help create
better experiences. Advertisers and platforms look
to use this to create better targeting, relevant
THEME #1:
LURKING IN THE SHADOWS: THE DARK SIDE OF
TECHNOLOGY, FROM SNOWDEN TO SECURITY
What does this mean for brands?
As people are becoming more wary of their
data and how it’s being used, brands need
to do everything they can to make people
feel secure by being open and transparent.
Let them know you have their data and
do everything you can to make them feel
comfortable, secure as well as valued and
acknowledged.
After all, they’re humans, not numbers, and
when you remember to treat them as such;
you build the necessary foundation of any
relationship – trust, which is the only thing
that can save us in the face of doubt.
messaging and predictive solutions to make sure
they’re top of mind at the most opportune moments
However, as we’ve seen, in the wrong hands,
misuse of data can be extremely problematic (just
think about Target’s recent massive data security
breach). Unfortunately, as Snowden and others
discussed, the tools we’re using aren’t designed
with security in mind first, creating conflicting
models and leaving people to question how much
is too much, and is handing over my data really
worth it?
One company, DataCoup, is actually putting
individuals directly in charge of their data, helping
people sell it directly to companies for something
in return with the goal of creating an open,
transparent and mutually beneficial relationship.

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While data security was one major theme, privacy
proved to be just as important. However, this
theme was less about the misuse of data and more
about people’s response to data permanence,
understanding its implications regarding judgement
and consequences if seen by unintended audiences.
Given data permanence on social networks like
Facebook, we saw a radical rise in platforms like
Snapchat, Whisper, Secret, Confide and Wicker
which let people engage with others without fears
of content following them around forever. These
What does this mean for brands?
Brands can’t (and shouldn’t!) force themselves
into private conversations. However, if brands
are able to find ways to be invited by being
more creative and relevant without coming
off as intrusive, there is potential to stand
out and gain their attention. iris found a clever
way for Dominos to engage with people on
the dating app, Tinder, by encouraging them
to “swipe right” on Tinder for tasty deals on
Valentine’s Day. The key is, if you only have
6 seconds (or less!) to communicate, they
better be worth it!
THEME #2:
ANTI-SOCIAL MEDIA
apps clearly address people’s desire to limit
their sharing, or better yet, provide complete
anonymity. After all, not every selfie needs to live
on forever. Cloak is the latest to come on the scene,
actually helping people avoid friends in the real
world based on their social media interactions, talk
about anti-social media!

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Wearable and embeddable technology (either
ingested or as a tattoo with a chip smaller than a
penny that can communicate with objects) both
made big appearances this year, not only with
those donning Google Glass. We saw brain sensors,
sensors on clothing, embedded in skin and even pills
that take photos throughout your body or better yet,
release doses of medicine when your body senses
that it’s needed.
While it’s just a matter of time before our entire
bodies become an interactive canvas, despite the
cool factor, it felt to us that this was more hype
than immediate reality.
Cool in theory, however they still have a long way to
go before becoming mass.
Case in point: Google Glass is heavy with a clumsy
user interface, therefore we can expect it to take
another 3-5 years before it’s really useful. Until
we see a more seamless integration we have a bit
of a way to go before it really starts to gain any
true traction. One that we do have on our radar
however is Ring, a much less intrusive device that
recognizes finger gestures, allowing the wearer
to write text messages by simply drawing in the
air. The same dynamic allows the wearer to access
apps by drawing designated shapes in the air. For
example, drawing a music note could access your
music player, while drawing an envelope shape
would allow you to access your email.
On the other hand, we have a feeling that (despite
the potential creepy factor) embeddables
may take off sooner, since they’re less visually
intrusive. Flexible Sensor Tattoos are already
being used by athletes to help prevent injury and
provide recommendations on how to reach optimal
performance levels. They’ll be available by 2015
with the ability to put valuable data directly onto a
mobile phone and on the cloud.
What does this mean for brands?
While not at the tipping point of the bell curve
just yet, there are quite a few brands starting
to enter this space right now. For example,
Adidas’s company NuMetrex is already making
bras that track your heart rate and can submit
information directly to their MiCoach app.
Our take? Keep it simple; even the best
intentions can fail if too many steps are in
the way. With so much potential, the brands
that are able to put the experience in the
foreground and make the technology feel
seamless to peoples’ lives are the ones that
people will gravitate to.
THEME #3:
WEARABLES, EMBEDDABLES & EVEN EDIBLES!

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Former Google Wallet product lead, Mark Freed-
Finnegan predicted a future where there will
be fewer stores, smaller stores, and probably
less inventory. To illustrate his point we can look
to Williams Sonoma whose e-commerce sales
increased by 50% this year, and are beginning to
close stores. Instead of using their existing stores
for merchandise, they’re using the space to focus
more on the brand experience with classes and
demos. There are lots of ways to enhance shoppers’
experiences, some not as difficult as others.
For instance, what if payment cards could be
used as personal shopper IDs instead of loyalty
cards? Well, it turns out with his new startup, Index
they can. Cako, a bakeshop in San Francisco is
now taking credit card data to create accounts for
shoppers, giving personalized recommendations
based on past purchases. Of course the trend of
data security may have some implications here; it
will be up to the retailers to deliver this in a way
that makes people feel comfortable.
Bitcoin was also a hot theme this year, with people
talking about it’s potential evolution as retailers
begin to accept it as payment. However without
any regulation and mass understanding to address
security concerns, it may take a bit longer for
widespread cultural acceptance.
Inside brick and mortar stores, we saw lots of
talk and rage about the possibilities of reaching
consumers in more places with iBeacons (micro
location based technology). However, while there is
a lot of upside potential for brands and retailers
to create contextually relevant messages, for
savings, coupons, and reminder messages, we do
have concerns over the number of necessary
steps it will take for people to engage (download
apps, accept permissions, etc.) as well as the
potential for brands to over-spam. All it takes is one
bad experience for people to be turned off and not
want to engage.
What does this mean for brands?
We believe the store of the future will be
the one that continues to create the best
experience through experience design,
predictive technology and good old
customer service.
As for brands within those stores, with
potentially less space brands are going to
need to get more creative to find relevant
distribution channels. Thrillist’s talk on “Content
and Commerce” may be the way of the future:
with publishers looking for revenue streams by
playing the intermediary between brands and
content. Click here to see how they did this
with JackThreads & TidePods.
THEME #4:
REINVENTING RETAIL

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The most promising trend coming out of SXSW this
year centered around the potential for brands to
take an active role in people’s lives for the better
with the help of technology, particularly through
mobile. As Biz Stone, co-founder of Twitter and
newly announced Jelly stated “the true promise of
the connected society is people helping each other.”
MasterCard’s partnership with the World Food
Program was one example of how a brand took on
a social cause and is making a positive impact while
reaching out to an entirely new audience base. The
brand is raising funds for the WFP and providing
money for food to refugees via digital pre-paid
cards and mobile phones. The premise is by letting
them pay for food via cards and mobile is helping
to rebuild their sense of dignity and become a part
of the society they’re displayed to. Oxfam’s Pink
Phone project in Cambodia was another example,
whereby rural women were given old mobile phones
providing them with access to farming information
to help their livelihoods. We’re also seen phone
hacking for good, as textbooks are delivered on
phones in African nations.
What does this mean for brands?
As the world becomes flatter and people
become more connected and more involved
with brands, brands need to rethink their
views of CSR from Corporate Social
Responsibility to Community Social
Responsibility. In some cases brands may need
to rethink their business model (think TOM’s),
or be bold in their beliefs and what they stand
for (Patagonia). Either way, the brands that are
able to become integral to the fabric of their
communities with openness, honesty and
transparency are the ones that people will
gravitate to.
THEME #5:
SOCIAL GOOD: WE’RE ALL IN THIS TOGETHER
we’re in a place in human history where
this notion of public and private, profit
and non-profit are starting to blur.
- PepsiCo’s Manoj Fenelon

10. technology that
amazed us

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Immersive, interactive experiences are ready for the
masses with 4D Virtual reality software from Oculus
Rift. HBO created a ‘Game of Thrones’ 4D Exhibit
using Oculus Rift to showcase the new series,
where people could enter the world of the Starks.
This video of cast member Maisie Williams (Arya
Stark) brings it to life better than any words on this
paper: watch here!
Oreo’s Trending Vending Lounge used a technique
similar to 3D printing to make a cookie with
whatever colors and flavors you choose, printed
with the top trending topics live on Twitter. Similar
to Coke’s Freestyle vending machines that let
people create their own flavors, the company plans
to roll these out nationwide.
The “maker movement” and the resurgence of
hardware was a hot topic at SXSW. This included
physical tools and technological machines and
how to make “making” more accessible. Earlier this
year we saw GoldieBlox encouraging young girls
to become engineers, however with littleBits we
learned how to create our very own art installations
and prototype projects in a matter of seconds. This
is a fun bit of tech that brands can leverage to help
make the complex more simple and easy
to understand.
ENTER A NEW WORLD WITH 4D
REAL-TIME GETS REAL EDIBLE
HARDWARE GETS SIMPLE

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Companies like Senseg (specializing in Advance
Haptic technology) are able to turn flat screen
surfaces into tactile textures.
Well, it turns out when AT&T said, “reach out
and touch someone,” we actually can now! Okay,
maybe not a human person on the other end of the
screen (just yet), but with this technology we can
transform ordinary surfaces into tangible textures,
creating a new layer of brand experiences.
MIT Labs took our imaginations further than we
expected with edible fragrances. Imagine eating a
snow cone that tastes and smells exactly like a “day
at the beach,” “Grandma’s house” & “Summer rain.”
When senses combine, the possibilities to tell your
brand story on multilevel levels are endless.
SURFACES GET TACTILE FEELING
FRAGRANCE YOU CAN EAT
Did you know?
1 in 4 Americans don’t know the earth
orbits the sun
In 2020 152 million cars will be
connected to the Internet
By 2025, 80% of the western workforce
will be Gen Y
81% of moms say their favorite place
to use their smartphone is in line at
the grocery store, 2nd favorite place?
The bathroom
35% of Amazon sales are driven by
smart targeting associated products
and CRM
2 million digital articles are written
everyday!
Every two minutes, we take as many
photos as all of humanity took during
the 1800s
Over the next 5-10 years we’ll
see everything move to the cloud

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Our Top 3 Key Lessons for Brands:
Always bring a bottle
of wine
Bob Thacker, former agency exec as well as SVP of
Marketing for Target, Sears and OfficeMax summed
up what we do (and what we need to do) so well:
“All advertising is party crashing, so if you’re going
to crash the party, bring a bottle of wine.”
Now with apps and plugins like Readability, it’s
easier than ever for people to not only ignore, but
also actively remove the cluttered ads and banners
from their pages if they’re in their way. Let’s all
make sure we’re never interrupting and always
adding value, especially given the reality of content
overload. If we’re not adding value to peoples’ lives,
we risk becoming wallpaper and only talking to
ourselves.
Look for ways to shift
your perspective
Culturally, we need more out-of-the-box thinking.
Both David McCullough Jr. (famous for his “You Are
Not Special” commencement speech), and Neil
Degrasse Tyson, of Cosmos, both had fascinating
talks on the premise that we should never just
accept things at face value, but always question and
look for alternative ways for solutions.
When we start to think like this, we can begin to
imagine the possibilities of how our brands can
separate themselves from their competition, push
the boundaries of innovation, and more importantly
build better relationships with people. Here’s an
example to get your wheels spinning: What’s half of
8? 4, numerically. But, if you slice 8 in half vertically
you get 3, or horizontally, you get 0. If you need help
stimulating your team to think outside of the box,
we’re more than happy to help facilitate.
Stay true to your
passionate purpose
And last but certainly not least, Kathy Savitz, CMO
of Yahoo, said, “Great brands don’t focus on what
they are, but WHY they exist.” If you know what
you do but haven’t fully articulated your passionate
purpose and how that can improve everything you
touch, including the lives of your audience to drive
participation, give us a call, we are more than happy
to help.
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Thanks for taking the time to read our little
bite out of SXSW. If you’d like to know more,
or arrange a session to dive into the content
and trends in more detail, then please email
Sarah Aitken, Managing Director, iris NYC –
sarah.aitken@iris-worldwide.com
www.iris-worldwide.com
@irisworldwide
http://irisundertheinfluence.com