SXSW Case Study



CASE STUDY

Bulldog DM Rocks SXSW


feed_the_beat_ipadSouth by Southwest (SXSW) is the epicenter of contemporary innovation. For two weeks in Austin, Texas, all things interactive, film and music come together to create the latest and most groundbreaking innovations within the industries. It is truly the place for anyone who is anyone in the digital and interactive music space. Known for being the birthplace of Four Square and catalyst for Twitter, it was only natural for Bulldog DM to make their first splash in digital history here. Bulldog DM, in collaboration with Ustream and Springboard Productions, assisted in the live-streaming of one of the biggest events at SXSW – Taco Bell’s Feed the Beat featuring Passion Pit.

Feed the Beat has sponsored over 500 up-and-coming music artists and assisted in the success of bands such as Fun., Gym Class Heroes, and Ra Ra Riot. At this year’s SXSW, Feed the Beat sponsored the first-ever rockumentary starring Passion Pit and Wildcat! Wildcat! with content sourced by fans watching at home and in the crowd. The event was slated to be a huge success with over 500,000 people viewing the rockumentary trailer prior to the event. [1]

Bulldog DM took the digital interactive music experience to a new level – for fans and the Taco Bell brand – by streaming Feed the Beat, in real-time, to any connected device and allowing fans to participate and share their content through social media.[2] Bulldog DM worked with Twitter to extend the live viewing experience directly into a Twitter Card featuring live video.  This allowed for a viral effect with instant viewing and sharing of live video all within a user’s Twitter feed.  Two days after the event, #FeedtheBeat had drawn thousands of social media mentions. [3]

Moreover, several breakthrough innovations were enabled during the experience.  First, Taco Bell was able to empower six social influencers with never before used technology, giving the influencers live HD wireless untethered cameras that were presented to the home viewer in a unified watching experience. Second, the viewer could switch instantaneously, in HD, between the professionally directed master channel and the six social influencer channels as they roamed the venue in live/real time during the Wildcat! Wildcat! and Passion Pit performances. This technology was enabled and curated by Bulldog DM.

The immense success of Feed the Beat has placed Bulldog DM in the forefront of live-streamed event strategy.

1 http://www.clickz.com/clickz/news/2254278/sxsw-2013-taco-bell-rocks-austin-with-feed-the-beat-rockumentary
2 http://www.mediapost.com/publications/article/195735/taco-bell-uses-digitas-real-time-marketing-strate.html?edition=57825#axzz2NwXpzHz1
3 http://sxsw.com/music/news/taco-bell%C2%AE-and-passion-pit-make-music-history-rockumentary