Hype vs. Reality: Takeaways from SXSWi 2013
Digitas has a new data visualization tool called SODA that they used to take us through the history of SXSW from Johnny Cash to Elon Musk as we celebrate SXSWi’s 20th year anniversary. Let’s take a deeper look at the current trends & hype as analyzed through social data.
2013 Top Trends:
The People:
- In 2004, there were 3,200 SXSWi attendees. In 2012, the interactive festival had over 24,569 people. This year, 27 thousand are estimated to have been in attendance.
- Of the people that visited, Texas, NYC, and California were the top 3 states most people came from.
- The average SXSWi attendee is on average are young, affluential decision-makers. Their average at 1,226 Twitter followers & 632 FB friends
Top Breakout Personalities
1st: Elon Musk got 10K mentions on Twitter
2nd: Grumpy Cat most mentioned
Top Trending Topics:
1.) Data
- Why? Big data is all the rage except this year it’s focused around the “Quantified self.” It’s all about tracking your own behaviors to actually make changes to your real life.
2.) Entrepreneurs
- Why? This year was all about bringing the startup culture and mentality to big companies or other organizations that may not be what most consider a “startup.” It was about instilling the startup culture in us all.
3.) Digital/Physical
- Why? It’s also called the “Digital Backlash.” In previous years big social apps have been the heroes (Twitter, Foursquare, highlight).
- This year it was much more about “hardware” or items that can marry the digital and physical worlds.
- Think 3D printers, Leap Motion, a fantastic motion interface for your computer that puts connect to shame and it’s only $79 dollars, & OUYA, the $99 free-to-play game console built on Android releasing in March.
4.) Space
- Why? Space exploration is much more accessible now & people are encouraged to think big. Just like Elon Musk does
The Cool Brand Stuff:
The theme was “Go Big or Go Home” for sure but let’s take a look at what most people talked about when it came to brands.
Task Rabit van (fur bus that gave away free stuff)
GE Brilliant brew - a coffee truck that printed and made cool patterns in your coffee! 
LYFT - carpooling app that lets people share cars but they couldnt get cars to Austin, so what do they do? Wear giant pink mustaches and give people piggy back rides of course!
NASA - literally brought a telescope that is set to release in 2018
My personal favorite brand experience from this year’s event?
Game of Thrones of Course
Finally want to see want to see where people are going the most?
Check out the live data via Foursquare here:
Weareherenow.org/austinlive
