The virtual streets of Austin, that is.
For the second year in a row, South by Southwest went digital.
It’s free, every week, in your inbox.
Virtual experiences impressive as they are arent sustainable for a species hardwired to socialize face-to-face.
And Im not being a Luddite, I know this becauseIveproduced them for brands.
Its like putting a Band-Aid on a gunshot wound.
Well, here we are, barely a year later, and the new normal is already old.
So dont believe the prophets.
Sure virtual experiences work great now, but dont put all your brands future marketing eggs in that basket.
Human beings are restless creatures.
We wander, we pace, we nudge our friend and ask if they want another beer.
Theyre ready to gather IRL even in small tweaks.
But our destination is in sight, and the passengers in the car are extremely antsy.
IRL is still MVP
In-person interactions literally change our brain for the better.
The more senses you engage, the more meaningful an experience becomes.
They want to feel human again.
Never has, never will.
If anything, dramatic spikes in screen time have worn us out.
Were tired of scanning QR codes to order a breakfast burrito.
Were tired of contactless this and that.
Were tired of working in sweatpants.
Okay, so were burnt out with virtual stuff, but were a long way from Super Bowl-sized gatherings.
you’re free to also take the you-and-a-few-friends approach to ease back into experiences.
Hotels.com, for example, offered a privateFriendsgiving island getawayfor $50 a night.
Corona beer delivered atailgate on wheelsto football fans stuck at home.
Miller High Life built abackyard dive barfor a lucky winner.
Is any of this the same as standing shoulder-to-shoulder at Lollapalooza?
But sometimes you have to walk before you run.
This virus will eventually give up, but people will not give up.
