Intellect Over Insanity At SXSW?
This Friday digital media’s annual rite of Spring kicks off with South By Southwest in Austin. Yes there will still be keynotes, panels, new tech reveals and music performances galore. However, as reported by AdAge this year’s Sx may be a little more understated. Over the past few years brands have gone big with activations – like a 40 foot Doritos chip or Starwars Stormtroopers sashaying Sixth Street (say that three times fast). The conventional wisdom from recent years has been to make an over-the-top splash in front of thousands of geekaratzi influencers with the hope that they’ll push a brand’s buzz into their social networks. But that play only works for so long before attendees start succumbing to “next big thing fatigue”.
I’m thinking we may have hit the breaking point this year, which could explain why attendees are more interested in content and conversation right now. Given the challenges facing digital media these days, it’s probably for the best that Sx refocuses on quality content instead of just a 10 day excuse to binge drink and act like a Yuccie.