Pandora’s marketing and sales execs will be at South by Southwest Interactive this weekend, mixing with agencies, brands, and technology vendors. But that’s only the beginning for the music service’s team. As many SXSWi attendees leave Austin, TX on March 13, Pandora marketers will stay put for several days to work the Music section of the festival.
Heidi Browning, SVP of strategic solutions for the Oakland, CA-based company, explained that the lines are blurring between the Interactive, Film, and Music portions of the mega-event. (Echoing a prediction Pepsi digital head Shiv Singh made last year.) For instance, Browning said, industry players shouldn’t mistake Interactive as a purely business-facing conference and Music as solely consumer facing.
SXSW Music, she said, has become a business-side marketing animal unto itself, offering opportunities to court advertisers. “South by Southwest has become akin to CES and Cannes,” Browning said. “It’s important for us to be there.”
The Interactive section alone will likely bring in more than 19,000 attendees, a SXSW rep told ClickZ. The number of Music attendees promises to be similar.
“Discovery Den” and Secret Show on Tap
Pandora is setting up a “Discovery Den” for the Music event (March 13-18). The so-called den will be located at Antone’s, a renowned Austin music venue, while, according to Browning, rewarding key advertisers with offline activations at the highly trafficked spot. Participating brands include Chipotle Mexican Grill, Irish Spring, Lowe’s, Caesars Entertainment, Microsoft, IE9, and Sony Electronics.
Chipotle will be the official food sponsor of the Discovery Den, creating a nearby hangout in a parking lot dubbed “Chipotle Burrito-Lot.” The quick-serve chain has created a special SXSW menu for the occasion. In another example, Irish Spring will use a St. Patrick’s Day-themed promotion with a photo booth. St. Patrick’s Day falls during the second-to-last day of SXSW.
Meanwhile, competitor Spotify’s presence will be sponsored by MSN. From March 12-17, the digital music service’s “Spotify House” location will be open to passersby who want to listen to tunes on demo pods, order a Bloody Mary, or get some grub from an on-site taco truck.
On March 15, the company will host a secret show with a lineup of artists that’s “unbeatable,” according to a prepared statement by Rachel Alvarado, a Spotify events director.
Spotify’s also participating in various SXSW Interactive panels and festivities.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.