The Ad Council will return to Austin this March to present a total of five panels at SXSW Interactive 2014. If you’re also Austin-bound: join us! In our panels, you’ll hear from comedian and author Baratunde Thurston, Adweek’s Tim Nudd, as well as leading app developers, nonprofits and media organizations such as Water.org, Google and PlayScience LLC.
Read all about our stellar panels below.
Mental health, drug and alcohol addiction, sexual health, financial debt—many of the critical topics Americans face are not ones they want to be publicly associated with and tied to online. So how then should nonprofits, marketers, those able to offer support enable digital conversations? Is social media off the table? Many current communications campaigns in the last year have broached taboo topics online using unique strategies and digital tools and proved that you can be social with secrets.
This panel will present best practices for capitalizing on the anonymity of the Internet without raising privacy concerns, and give an overview of the technologies, platforms, and tactics—from secret Facebook groups, to SnapChat messages, to SMS strategies– available to social marketers. Learn from industry experts about the decisions they make to encourage the sharing of personal information while remaining sensitive to privacy.
We’ve grown accustomed to ads as part of our lives. But what if they could do more? What if they served a purpose, through form AND function. Several ads have been making waves for responding to their environments and viewers. The ANAR Foundation, a child-advocacy organization, used lenticular printing to tailor one message to adults and a different message to children via a single outdoor advertisement. Beats By Dre showcased the new Beats headphones in a Times Square takeover. People had their photo taken wearing the headphones and were featured throughout the famous landmark via multiple digital billboards.
These ads are more than just good ideas; they are part of the new frontier of place-based and digital advertising. Organizations and agencies can now use physical design elements to demonstrate and produce the results they are advocating. Likewise, digital ads can use mobile tracking to transform the kinds of messages consumers see. The sky may not be the limit, after all.
It’s hard to face the tragedies of the past year – Newtown, the Boston Bombing, Oklahoma Tornado and the Prescott Hotshots Wildfires. In the immediate aftermath, Americans are increasingly turning to Facebook, Twitter and social networks for news and comfort. It is critical that brands and organizations have real-time reactions in these spaces, both to promote relevant conversations and impede irrelevant ones.
Hear from marketers who all found themselves crafting in-the-moment content to address tragedies and found a way to funnel the heightened attention into positive action and results. Learn what your organization can do in advance of a disaster to lay the groundwork for an immediate– and appropriate– response. Hear how major disaster relief organizations are creating tech and advertising tools to provide immediate action.
If Winston Churchill had it right – a joke is actually a “very serious thing.” And social good marketers are on board. Increasingly, nonprofits are breaking through the tried-and-true PSA fray by startling us with humor. From McCann Melbourne’s “Dumb Ways to Die” on behalf of Metro Trains to Matt Damon’s “Toilet Strike” on behalf of Water.org, very serious issues, even matters of life and death, are getting the humor treatment. But does funny have merit outside of the initial guffaw? Can public service advertisers effect real change by appealing to audiences’ funny bones? This panel will examine recent success stories and best practices for comedic delivery of important information, when and why humor works and pitfalls to avoid.
According to Common Sense Media, seventy-two percent of children will have used a tablet or smartphone by age 8 (with 38 percent of under two’s using mobile as well). Mobile and tablet devices are critical platforms for communicating social good messages with young children and their parents. But in this decidedly new frontier, what are the rules?
The youngest generation is a captive audience on mobile, but requires a unique approach. In this panel, industry experts will tackle the do’s and don’ts of children’s mobile gaming, provide best practices for playing and co-playing with parents, discuss mobile-specific legal considerations and ethical implications. Panelists will also share examples of children’s apps designed for learning and behavior change.