SXSW: 4 Engagement Trends Brands Should Pay Attention To

South by Southwest 2022 (SXSW) returned to in-person for the first time in three years, showcasing the latest trends in interactive media, music, art, film, and technology.

InVision’s Director of Technology Innovation, Ray McCarthy Bergeron shares insight from standout panels and engagements he experienced at SXSW arounds four key trends - the metaverse, QR codes, pop-up activations and content creation.

Metaverse, Metaverse, Metaverse…

To no one’s surprise, this was a huge topic across all spectrums of conversations and industry verticals at SXSW. With Gartner predicting that 25% of digital users will be spending one hour in the Metaverse by 2026, you can understand why businesses are paying attention now. While it’s not fully realized (researchers predict it’s still 8 to 10 years out to full maturity), many spoke to the idea that we’re already in an alpha version - and that certain characteristics are key to its allure. From its promise of escapism into an alternate realm, to its immersive nature, many of its characteristics were championed in keynotes, panel discussions, demos, and activations at SXSW.

Holoride Co-founder Nils Wollny and Audi of America’s Daniel Weissland announced their in-car VR technology partnership, showcasing how a car ride will become a multimodal gaming and edutainment experience. Intersecting creativity and technology, passengers can enter the virtual world and buy or collect NFTs. There’s also potential to connect this world with location-based games (i.e. Pokémon Go). And if you didn’t think it already, welcome to the #Motoverse.

For those still a bit lost on NFTs, think of them as receipts or contracts for ownership of physical or digital goods. Some build into NFTs code that automatically funnels a percentage of future sales/trades to the original author - very popular amongst the artist community. A promising future of these has been realized in artists selling NFTs with contracts that automatically give a % of future sales to charities, and in situations like Ukraine where they collected more than $100 million in cryptocurrency donations to help fund war efforts.

Vince Kadlubek, Co-founder of Meow Wolf, suggests the metaverse of physical experiences is already here and apparent in our daily lives. So, it’s to no surprise that they brought an otherworldly, immersive mini-verse installation to SXSW. While an appetizer to their other expansive experiences, the pop-up led attendees on a trip into the collaborative subconscious of its creators. QR codes were implemented to share each articles narrative, and integrated sound offered a multi-sensory, connected experience.

AmazeVR and Megan Thee Stallion’s “Enter Thee Hottieverse” promised the next stage of imaginative, interactive, immersive music. The concert was a live-action, VR experience in a realistic virtual world setting. Attendees could travel through the virtual activation, engage with other attendees, and enjoy music in immersive theater sound.

We may not be in the metaverse just yet, but these activations provide an across reality experience, allowing users to connect, learn, and engage their multiple senses in digital realms. Our advice: if you haven’t already, consider dipping your toe in to have a presence in its future of development.

QR Codes: Everywhere

From keynote presentations to drones in the sky, the good ol’ QR code comeback of 2021 leapt from menus into the mainstream. It’s no surprise that the pandemic brought this powerful tool to the masses for its contactless and seamless nature. However, brands have found QR codes successful in garnering interest, increased conversion rates, evocative guerrilla marketing, and successful direct communication.

The Porsche #Unseen activation included code stickers on its cars, directing traffic to learn more about their pop-up, and register to see live performances from King Princess, Yendry, Paris Jackson, Cimafunk, and the like. This clever attention-getter capitalized on head turns and selfie-whipping opps as many were drawn to take and share pictures of the luxury cars mobile advertisement across social.

The night sky was the backdrop for Halo’s QR activation. The grand marketing promotion featured 400 drones in the sky forming a QR code, serving as an ad for the new Halo series on Paramount+. Fully functional, and garnering incredible press and promotion, the PR stunt exemplifies how brands are utilizing QR codes in their marketing efforts across digital and physical worlds.

SXSW badges had QR Codes primarily used to track session goers rather than attendee networking purposes. However, many attendees didn’t trade business cards, but QR Codes to their LinkedIn profiles, complete contact card information, and even social media accounts.

It’s hip to be square (again). Just remember to put it in an easy to access, prominent location — looking at you tricky designers who placed it on kiosk banners close to the floor… Please don’t make our backs work for it.

Pop-Up Activations Galore

In full city takeover fashion, SXSW spanned Austin’s metropolitan limits. Shows, installations, activations, and pop-ups offered spaces for attendees to uniquely engage with brands. The event’s expansive footprint allowed attendees to physically explore and write their own activation journeys.

The EXPERIENCE by Dell Technologies was touted as a unique space for creatives to meet, share stories, and witness how new technologies have been leveraged to create new possibilities. Many keynotes in the space focused on innovation efforts such as serviceable, right-to-repair hardware, to ambitious sustainability goals set forth by the company. One booth inside even allowed you to pitch your startup idea to win some cash.

VW’s "Buzz Stop" pop-up featured its new I.D. Buzz all-electric van. The activation was uniquely built from repurposed industrial containers, garnering noteworthy attention. Even smarter, their pop-up was located less than a block away from Austin’s VERY active 6th street for maximized exposure.

FLUF World’s immersive activation was comprised of three giant domes in an open outdoor area and showcased a variety of musical acts. The festival-like atmosphere created significant buzz and offered a memorable experiential space. The FLUF World NFT collectables have seen incredible momentum, demonstrating the company’s success so far.

Content Creators: The Future Focus

The creator economy is in an unprecedented age of opportunity. They are in the driver’s seat in a new age of ownership. If it wasn’t already, SXSW made it clear that the power is with the creators.

Meta and Rolling Stone came together and created a “Creator House” at SXSW this year, bringing art and tech into a new dimension. It was a place where they showcased AR, VR, panels, and creators to address interests in the future of creators, technologists, artists, activists, musicians, and more. Several of the panels also focused on social equality and inclusivity – issues we’ll be hearing much more about as the metaverse creates new avenues for social engagement.

Blockchain Creative Labs, FOX Entertainment’s NFT studio, took over an entire building and created an immersive space for music, inspiration, and conversations with creators. Deep inside the center of the space were uniquely curated art spaces and an incredible infinity room activation. It showcased a look into the real-time data of NFTs minted while at SXSW, and the future of Web 3.0 – where we can read, write, and own our content.

New tools, tech, and ideas make it easier for creators to benefit from developing content for the masses. Epic launched Fortnite Creative, enabling people to develop in their ecosystem and future of the metaverse. Ready Player Me gained much popularity in making avatars you create more accessible across all platforms — empowering digital forms of self-expression. In addition to the world of NFTs, we’re seeing DAOs (decentralized autonomous organizations) come into the light as blockchain concepts and technologies continue to evolve — something that will help communities of creators benefit as a whole.

From music, film, to keynote speakers on Web3, the event space spoke to the new value it offers creators, providing unparalleled opportunities for them to connect with new audiences, maximize their revenue streams, and increase their reach like never before.

SXSW 2022 was all about the big concepts - showcasing how these key trends surrounding tech are driving societal changes and engagement habits. One thing is for sure: there's no sign that this digital evolution is slowing down any time soon.

Are you looking to get the most out of technology to engage your audiences or are curious about the immersive experience initiatives we're exploring? Let us help you. Contact your account director or info@iv.com to learn more.

SXSW: 4 Engagement Trends Brands Should Pay Attention To

3.31.22