2021

7 insights
to create
immersive
digital
experiences
 the future of the brand experience straight from SXSW sxsw.tm1.com.br

the future
of the brand
experience
straight from
2021

It’s free and mandatory

March 30 for anyone who wants

to create incredible
digital experiences.

6pm (gmt-3)
Sign up at sxsw.tm1.com.br
 the future of the brand experience straight from SXSW sxsw.tm1.com.br

Why do we create
digital experiences?

How SXSW inspires us to

keep connecting brands
and people
It hasn’t been that long. If we go back a couple of
years in history, we would probably be gathered
among professionals in our industry imagining
possible futures. What perhaps no one predicted is
that today we would be in a global chorus with the
same request: “social distancing”.
But are we really far away? I would say physically
spread out. Each one in their own house relearning
the basics. A little bit of everything has changed. Our
jobs, relationships, even the way to dress. Suddenly,
all the experiences started to take place in the
square meters that reserve our privacy. This is how
we have perceived screens as the great window of
social rapprochement.
We have learned that the digital universe is not a
limitation when compared to face-to-face moments.
What we did was to expand our possibilities. We have
seen that the concert arenas fit millions of people,
each from their country, exchanging messages
simultaneously. Entire teams of a company coming
together to experience gamified interactions and
reinforce business values. We have celebrated
birthdays with relatives who live far away and never
came to our parties.
The same way we have found it possible to bring the
whole world together at SXSW, the world’s largest
creativity and innovation event, in its first online
edition. This year was special! For the first time in
more than 30 years of history, the streets of Austin,
Texas, have become our sofas, beds and armchairs.
We listened to and interacted with the most creative
minds to think together about how to reconnect with
creativity and technology.
It was not bad at all to welcome Amy Webb, Willie
Nelson, Priya Parker, and so many inspiring people
home. Now it’s time to consolidate what we learned
from them and talk to you. We will be gathered in a
community of people who innovate the market and
brand experience.
When a brand creates an immersive experience, it
opens another window of emotions and content for
the public. We are collectively expanding our universe.
Contrary to the true meaning of distance with safety
and a lot of social connection.
Let’s think together about how we are creating the
next step for the online event market. TM1 invited
ØCLB, a company that specializes in curating
experiences, to live the entire content of SXSW. We
exchange our insights daily and apply them to our
industry in long and fun meetings [virtual, for sure].
We are super excited to share it!
This talk continues on March 30, at 6pm, at
sxsw.tm1.com.br. We will experience an immersive
meeting, with virtual reality, relevant content and
networking, bringing together experts to discuss the
future of digital meetings. Sign up for free. Welcome
to TM1 Next. See you there!

Ludmila Tavares
Head of communication
and marketing at TM1
 the future of the brand experience straight from SXSW sxsw.tm1.com.br

1
Unlimited: the digital
experience far beyond
the physical one
#digitalexperience #increasedreality #interactiveexperience #metaverse

When creativity and technology converge,

the digital experience goes far beyond
imitating real life. The possibilities are endless,
reaching everyone, in various ways, anywhere
... challenging time, reality and space in epic
universes of sensations and interactivity,
where the only frontier is imagination.
Welcome to the metaverse!

SXSW insight

There is a huge opportunity for

people to express themselves in
the metaverse through avatars:
self-expression, new identities ...
it’s absolute creativity!”

Meaghan Fitzgerald

Head of Product
Facebook

Metaverse: do you know what it is?

A collective and virtual space, accessible on digital

devices. It is where virtual reality, augmented reality
and the internet meet, creating a new dimension for
culture and interactive experience.
 the future of the brand experience straight from SXSW sxsw.tm1.com.br

2
Technology at the
heart of the immersive
experience revolution
#extendedreality #immersiveexperiences #gadgets

From the production of the series The

Mandalorian to the rapper Criolo’s show
on Twitch, virtual sets are gaining space in
content production and extended reality
(XR) is no longer a concept restricted to the
geek universe. Meanwhile, Oculus Quest 2,
the newest and most advanced VR gadget
for home use, sold in just over a month more
units than the previous model in its entire life
cycle. The scope of its applications expands
along with the number of developers and titles
available on the market, with titles aimed at
fitness, relationships and work.

SXSW insight

“VR is on the verge of

becoming much more than
just a video game strapped
to your head”
Mark Rabkin
Vice President of
Oculus at Facebook
 the future of the brand experience straight from SXSW sxsw.tm1.com.br

3
Global events, local
barriers, individual rights:
how to deal with them?

#imagerights #dataprotectionlaw #LGPD #GDPR

As it always does, SXSW brought in 2021 a

huge list of fantastic films in its lineup, but
many people from outside the US were unable
to access much of this content. Do you know
why? Because of the restrictions on the works’
exhibition rights.
These are not the only challenges for those
targeting a global audience: from the
participants’ image rights to data protection
laws, such as LGPD in Brazil and GDPR in
Europe, you need to know well the factors
involved in the relationship among geographies,
audience, content, privacy, and the customer
experience.

SXSW insight

“It is important to have a vision

of the future and a strategy
that exceeds the limit of time
and space”
Lenzo Yoon
CEO
Big Hit Entertainment
(company that “created”
the K-Pop phenomenon
for the world)
 the future of the brand experience straight from SXSW sxsw.tm1.com.br

4
The impact of context
on the design of
experiences
#engagement #competitionattention #formats #channels

We had never had so many means and tools to

connect. We can be anywhere, virtually, at any
time. On the other hand, we have been living for
more than a year in an unprecedented context
of uncertainty, insecurity, and distancing, an
experience that has had a direct impact on
people’s lives. Physical, emotional, and financial
security have gained a new significance
in day-to-day decisions, in the same way
that our attention and time are the target
of an unprecedented dispute. Family, work,
household chores - everything now coexists
in the same space. This transformation brings
with it the need to rethink formats, channels,
and engagement strategies for events and
digital experiences, and to consider the needs,
conditions, and desires of those at the other
end.

SXSW insight

“Consider what you are doing

and for whom, so that you can
create a better future for all”

Alexis Lloyd

VP, Product Design at

Medium and Co-Founder at
Ethical Futures Lab
the future of the brand experience straight from SXSW sxsw.tm1.com.br

5
What is the secret of a
good narrative?

#storytelling #canal #format #immersion #interactivity

possibilities and the dynamics of the chosen

channels and formats. If you can have more
interaction and spontaneity live, a recorded
content can have a more sophisticated finish,
polished to perfection. During the Pandemic,
we have even seen interactive formats that
have jumped headfirst into the “everyday”
digital medium, working immersive storytelling
with resources as simple and widespread as
they are improbable - like an email account,
a Facebook profile, websites, and a lot of
creativity. Without the barrier of an expensive,
hard-to-reach gadget, experiences become
more democratic and drive engagement. The
important thing is to understand the tools at
hand - and how to make the best use of them.

Scenes of people interacting in the game

 Scenes of people interacting in the game

It happened at SXSW 2021

The experience offered by the Swamp Motel
group of immersive entertainment creators
proposed to the participants a sort of hybrid
between an RPG (role playing game) and
an “escape room”. The idea was that each
group connected to a Zoom room would
investigate the disappearance of a young
woman in London, looking for clues in “places”
that we all routinely visit on the internet, such
as Wikipedia and Facebook. The extremely
creative and engaging narrative kept people
hooked to their screens for up to an hour and
a half, the maximum allowed length of the
game. A perfect example of how it is possible
to go far beyond the obvious by making use of
absolutely ordinary resources.
Plymouth Point by Swamp Motel
 the future of the brand experience straight from SXSW sxsw.tm1.com.br

6
Even far away, we’ve
never been this close

#interactivity #engagement

The pandemic has pushed digital

transformation to the limit. Businesses
and careers have been reinvented and the
resources for interacting online with just about
anything have been multiplied. If you think
that a recorded lecture can’t be interactive,
it’s because you haven’t had the chance
to exchange ideas with the lecturer on the
chat room, in real-time! It doesn’t have to be
complicated to engage - and to make what
seemed so distant closer than ever.

Stacey Abrams
American politician,
SXSW insight
writer, lawyer and
activist
“We need to meet people
where they are, not where
we would like them to be”
It happened at SXSW 2021
Amy Webb’s talk was recorded, but she
interacted with the audience in the chat
room throughout the duration of her talk, by
answering questions and making comments
that expanded on and made the discussion
more enriching. Watch on the chat when
several people started comparing Amy’s trends
to the series Black Mirror and she explained
exactly why this makes so much sense.
the future of the brand experience straight from SXSW sxsw.tm1.com.br

7
Abundance and
desire: is it possible to
combine them?
#exclusivity #engagement

We have been used to the logic of abundance

and flexibility in the digital environment.
VOD, streaming, and social media platforms
have given the user the power to individually
decide when to consume content and
interact. But when it comes to online events,
collective digital experiences that thrive on the
participation and high level of engagement of
your audience the very moment they happen,
a whole new paradigm must be adopted.
You have to inspire desire, that feeling of “I
need to be there to be a part of this”. It is the
seductiveness of being part of unique moments
together with a select group of chosen
individuals, when each one feels that they are
special, but at the same time it also leaves
us with the feeling that we didn’t get to enjoy
everything and that we will have to come back
next time.
As it was in the SXSW 2021
With most of the content being pre-recorded,
SXSW diversified its session availability
strategy, with a fixed daily schedule for
Keynote speakers and a schedule of Featured
Sessions (program highlights), which were
made available on VOD within two hours of
their completion. In addition, there were a
number of mentoring sessions with various
speakers, which required RSVP and had super
limited availability.
For the broadcast of the main conference
content, there were five parallel content
channels, each with its own chat room, where
participants could talk to each other and
sometimes also to the presenters. With the
volume of different content that SXSW offers
it is impossible to watch everything, so the
event also stimulated the exchange between
participants and opinion makers outside
their own channels, promoting, for example,
discussion rooms on Clubhouse.

Saiba mais sobre as experiências de marca do futuro: Inscreva-se

30.03.2021 • 18h • sxsw.tm1.com.br
Would you like to know
more? Join

the future
of brand
experience
straight from
2021
A live experience with virtual reality, networking and
experts presenting the trends for the brand experience
market announced at SXSW

March 30 Sign up for free

at 6 pm (GMT-3)

An opportunity to explore the unique features of the best

online event streaming tool, TM1 Live Streaming.

Join in and create amazing experiences.

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experiences

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We create your experience, end-to-end,
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nline events in any streaming
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