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A Tale of Loyalty: Virtual Brand Currency Wars | SXSW 2012

Mcdonald_war

painting: Andrew Wyeth’s, Christina’s World (1948)* has been modified

Event Interactive 2012
Format Solo
Organizer Cameron Friedlander – Designkitchen [WPP]
Speakers
  1. Cameron Friedlander – Designkitchen [WPP]
Description Loyalty used to be simple, drink a soda and get rewarded for it. As brands expand their “social currencies” into a virtual Federal Reserve, based around larger partnerships, what will the future look like? Consumer loyalty is being targeted in exchange for virtual cash. From the utopic to the dystopic, we’ll take a look at alternate futures: The idealist agency perspective that each brand should have its own economy. What could go wrong? We’ll explore visions of consumers making transactions with 50+ currency options. “I’ll pay with ‘widget’ points ma’am, they’re trading well today.” Then let’s shift into brand-based personal economies, with each consumer having their own “virtual exchange.” What happens when brands go to war over your “loyalty economy?” Lastly, an economist asks what happens when everyone cashes out, flooding our gold-based standard with virtual cash? Complete devaluation of our current economy? I’m sure we’ll be fine, I’ll just drink a bitcoin and shut the %@! up.
Questions
Answered
  1. Why mobile is a catalyst for the push to virtual brand currencies?
  2. How will consumers handle all these virtual economies?
  3. What happens if each individual has their own 'exchange' for loyalty?
  4. Can our global economy survive when people are rewarded for 'virtual' tasks?
  5. What happens when you bring together gold, virtual, and digital based currencies? Baysplosions!?
Level Beginner

Intro music confirmed:

Category Branding / Marketing / Advertising
Tags Bitcoin, Economic Concerns, Loyalty

SXSW 2011 Interactive Panel | The Future of Digital Marketing: Content & Data

http://panelpicker.sxsw.com/ideas/view/5946

Organizer Cameron Friedlander, Designkitchen [WPP], Brandon Berger, MDC Partners
Description A look at how user behaviors are being changed by technology. As technology becomes more pervasive brands are able/needing to reach out directly to the end user. But only on the terms the end user allows. How do brands establish themselves as a part of the consumers lives through content? What is the role of data in the direct to brand content conversation? Since content is becoming ever more important, how is the behavioral data being taken into account? What is the role of Hollywood in this ecosystem? Do agencies need to change? Where does all of this data sit and are the creative forces using it to the best of its ability? Who owns that data? We will bring together a variety of experts to explore what the digital future may look like.
Questions
Answered
  1. How has technology changed users behaviors?
  2. What and how are brands doing to build awareness, consideration, and advocacy?
  3. What are progressive brands / agencies doing with content and data?
  4. Who owns the content?
  5. Who owns that data?
Level Intermediate
Category Branding / Marketing / Publicity
Tags branding and marketing, content strategy, data
Type Panel
Event Interactive 2011

We are looking for comments!

http://panelpicker.sxsw.com/ideas/view/5946