Bastion Effect @ SXSW18: 6 out-takes brands should act upon now.
Written by Elise Erwin
With thousands of sessions, held in various venues across the city, it goes without saying that SXSW can be somewhat overwhelming.
You spend the weeks leading up, trawling through the app, starring sessions enthusiastically, only for SXSW to drop another round of keynote speakers, and completely ruin your false sense of organisation. Don’t they realise how many A-type personalities attend week one?
Dealing with a session clash can be likened to that of choosing the life of one child over another, so god help anyone within firing distance when the session you’ve chosen has been announced as full. Nine times out of ten, your must-do session is on the opposite side of the city and no pedicab or extra taco, sticky-rib or fried chicken energy will get you there fast enough.
Sense a silver lining? This is where the SXSW magic happens – a surprise session. Sure, you’ll get a lot out of the sessions aligned directly to your work, but the real value comes from exposure to new ways of thinking, complementary skill sets and inspiration from something that interests you personally. Like hearing from Arnold Schwarzenegger. It’s inspiring.
But while I sit here all inspired, riding the high of being in the same room as Gayle King, Oprah’s best-friend and model human being in her own right, I’m keen to share just some of the things brands should be doing right now.