Future Proof Labs @ SXSW: The Recap

| Industry + Technology

The Undertone team was thrilled to debut our mobile Future Proof Labs RV at SXSW Interactive last week! We welcomed nearly 300 clients and SXSW attendees to our activation, giving tours of the RV and enjoying discussions of how emerging technology will impact the way marketers will engage consumers.


Personalization and portability were the major underlying themes. For those who weren’t able to join us, a few highlights of the demo stations featured in the RV:

The Connected Living Room: NFC Wearables and Connected TV
Learn how bracelets and rings using Near Field Communication (NFC) chips can personalize the TV experience (both content and ads) for different members of the household.

The Office: Cross-screen Digital Advertising
See what’s in the pipeline for large-format cross-screen advertising experiences on desktops, smartphones, and tablets, including the use of HTML5 and parallax to create a beautiful and interactive user experience.

In Transit: NFC and Out-of-Home Interactive Digital Kiosks
Interact with a digital movie poster with the public side of an NFC ring for personalized recommendations, then use the ring’s private side to purchase tickets and send directly to your smartphone.

The Grocery Store: Smart Watches and Beacons
Launch a loyalty app on your smartphone, then walk the aisles to see personalized coupons sent to your smart watch using beacon technology.

The Shopping Center: Interactive Digital Kiosks
Check in with an NFC device at a digital kiosk for a unique mall experience, including store and product recommendations, personalized sale offers, and social networking opportunities. Then visit a beauty kiosk that scans your skin tone to provide makeup recommendations as well as where those products can be purchased.



We really appreciate everyone who came out and joined us in Austin! More photos are available here. The Future Proof Labs RV is now embarking on a tour of the country; keep an eye on www.future-proof.com to see when it will be visiting your city.

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Natalie Breitbach

As a member of the marketing communications team, Natalie is responsible for copywriting, emarketing and sales collateral, and Undertone’s social media presence. She joined Undertone in early 2012 and has worked in digital media for several years. Outside of work, Natalie enjoys finding new restaurants and new places to go running in NYC.


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