Saturday, March 15

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Quote of the Day : Leigh-Anne Brown
No one could walk down 6th St. without seeing one of these guys, the Segway Fleet advertising themselves by silently zooming down the street. Before she got away, I was able to catch up to Leigh-Anne for her opinions about branding at SXSW.

What are you excited about this year?

I’m excited about a lot of music, and I’m also really happy for the city of Austin. SXSW is a booming week for the city. It’s great to see visitors enjoying our great food, real estate, and music scene.

What products have you seen so far?

Nothing has really caught my eye, but I’ve seen posters for Bud Light and the Flatstock Conference. But that’s not to say it doesn’t work to advertise downtown. It let’s people get really creative and get to the right people.

Do you think street marketing works?

I do think it works. It lets marketers do almost anything to get their product out there. I think the street teams handing out free stuff are great!

If you attend a branded party, are you more likely to use the product?

If I go to a branded party and I don’t already know about the brand, then I’m more likely to do research to find out more about it. Our Segways also allow companies to put a small ad on the front of it, that way the brand gets a lot of exposure from the person driving it around town.

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Daily Namedrop: Pownce

Here’s another online tool that I hadn’t heard of before (and if these postcards hadn’t been on top of the promo materials mountain I might not have heard of it). This is Pownce, a program you can download to your computer (Windows and Mac) that functions a little like AOL’s Instant Messenger. Rather than focusing on a chat feature though, Pownce enables users to send files, events, messages, and links to their friends through the downloadable (and theme customizable) program. While I normally would use email for sending files and what not, Pownce is something I might consider, if not for the clean and simple design of it.

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Daily T Shirt

This must have been the one of the crazier things I saw at SXSW. Looking up from my Lego pile in the Interactive Playpen at the Convention Center, I saw a group of 5 or 6 young girls dressed as punk rock ballerinas (I didn’t get a photo, but check out the Videography from Friday to see what I mean). Investigation was required, especially after they began chanting something which I still can’t decipher at the moment. This New Wave street team was “advertising” for a band. Yes, a band. I’m not sure if this is genius or just plain weird, but it was definitely a conversation starter, if not a spectacle. What sort of ruins the entire effort is, after getting a t-shirt, I can’t make out what the homemade thing even says. As for grading, I’d say A for effort and C for comprehension, girls.

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Daily Signage: Dentyne Ice.
While not the most impressive poster of the bunch, I lauded Dentyne for having a campaign effort with synergy. If you missed getting a couple packs of gum from a street team member, too bad. I saw them enough to get 4 or 5 packages of the gum. They also had a heavy presence at The Levi’s Fort (boxes of Dentyne Ice were placed inside the maze of the Fort). So in terms of covering the downtown spread, Dentyne is probably one of the more successful brands this year.

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SXSW is an Austin event. And Door Number 3 is an Austin advertising agency. We're interested in how new ideas in advertising, media and branding will be presented during these 9 quick days. From inside the lecture halls where top specialists present their thoughts, to out on the streets where advertising is put to the test on tens of thousands of festival-goers. We'll be there with the complete coverage, reports, photos, editorials, and perhaps some tricks on how to sneak into a few sweet afterparties.

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