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SXSW day three: Wearable technology for sports and Mario Kart Reimagined

By Megan Wintersteen

March 10, 2014 | 4 min read

Megan Wintersteen, lead planner, social at Huge, picks out her highlights so far from SXSW in Austin, Texas.

Megan Wintersteen

If there was ever a conference that's for the people, by the people, it's South By Southwest. The eclectic mix of everyday conference goers, industry experts and celebrities are all tied together through a common thread: the appreciation of great ideas. And there's definitely no shortage of those to be found.

Scanning the schedule, there are a few collective themes that stand out this year. As in years past, social media is a common discussion – but this year, it's less about how and why to use social, and more about the implications that social has on society at large. The maturation has changed traditional offline behaviors in everything from shopping to dating, and shifting consumer expectations are blurring the lines between online and offline for marketers.

Another key theme this year appears from the convergence of technology and health sciences. Due to increased access, affordability and scientific advances, consumers have more options and information about their own personal health than ever before. Take services like the well-known 23andme or wearable technology like Athos and LumoBack, and it's easy to see that we're on the cusp of an entirely new era of preventative health.

Yesterday, I had the opportunity to see how brands were applying wearable technology beyond just the bracelet or clip monitor. One table housed jewelry (rings, necklaces and bracelets) that monitored the user's biometrics. Beside that, Athos demoed Under Armor-esque training gear with sensors to measure muscle movement, allowing the athlete to monitor form and technique from an internal level. Pair this with the fact that the clothes are 100 per cent machine washable and retail for $99, and it's not difficult to recognise the impact this technology will have on all types of athletics and training.

Outside of knowledge sharing, however, there is one interactive exhibit that really stole the show this year. Based purely around entertainment, it's perhaps one of the best partnerships ever imagined and attracted some of the most die-hard fans around. That's right, I'm talking about Mario Karting Reimagined, the real-life-Mario-Kart go-cart exhibit presented by Penzoil, Nintendo and C3 designed to promote the launch of Mario Kart 8 on Wii. On the coldest day of the conference, fans stood in a three hour+ line to have the opportunity to race a go-cart four laps around a track, competing for power ups, avoiding the red shells and fulfilling every Nintendo fan’s dream. To top it off, drivers also received video footage of the experience via email following the race. Although brilliant, weather delays cancelled day one of Mario Karting Reimagined, which unfortunately restricted the reach of the promotion overall.

With the final two days of SXSW Interactive upon us, it's exciting to think about what great idea could still be waiting around the corner. And in the end, I think that's what this conference is really all about: possibility.

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