The 3 Biggest Marketing Trends Out of SXSW 2017

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Experiencification ruled the festival, but branded experiences come in all shapes and sizes...

The latest SXSW is a wrap, and though big brands are not treating the festival as the free-for-all, big-budget marketing bonanza they have in years past (which many feel is a good thing) the event is still considered to be “the most valuable weekend of the year.” Forbes calls it the “best brain food”—which might be the best way for other brands to view the event. Because marketing at SXSW is targeting a hyper-engaged audience of industry insiders, it’s often a creative-cut-above-the-rest, and can serve as inspiration for others.

Throwing just any event at SXSW is not enough to generate buzz—even for the biggest brands. (Just look at Apple Music’s concert.) Experiences have to be eye-catching, unique, sharable, and over-the-top creative to gain traction beyond the Austin streets and make enough of an impression to be shared. Take Casper, one of the marketing stars of SXSW this year: the brand upped the ante on their 2016 “Napmobile” activation, taking over the hotel with The Standard’s One:Night app and turning it into the ultimate nap destination. Attendees could reserve “Refresh Rooms” complete with Casper’s mattresses, Tesla slippers, milk and cookie snacks, and even a tuck-in and bedtime story from an on-site “mom,” if requested. As evidenced by the buzz the stunt generated, experiencification was once again the fuel of the stand-out campaigns of the festival. But branded experiences come in all shapes and sizes, and this year we saw three major experience/immersion themes emerge from the days of the fest. Here are the biggest marketing trends of SXSW 2017:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingESCAPE ROOMS

Escape rooms emerged a few years ago as a unique group experience that Millennials helped turn into a lasting trend,…

 
 

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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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