What Happened: Mophie, which makes juice pack battery cases for phones and phone chargers, knows that dead batteries are common when thousands of digital and technology fanatics gather at an event. So on Day 1 of this year’s SXSW Interactive festival, the company used rescue St. Bernards to bring festival participants Mophie charging cases, storing the charging technology in mini barrels attached to a dog’s collar. The combination of cute dogs and technology helped #mophieRescue become a top trend for the first day of SXSW, as photos of the puppies filled social media.
What This Means for Brands: Social media gurus and tech geeks can’t resist man’s best friend, a fact Mophie figured out how to use. The company was able to include a cuteness element, but simply put, it met an essential need for festival participants. Other brands that choose to attend SXSW or other large events should do just that, finding – and filling – a need. Whether it be reducing a line wait, quenching a thirst or charging the must-need devices, brands resonate most when they are enhancing the experience of those attending the conference. But Mophie also showed how to go beyond the actual event, as those who couldn’t get to Austin still got to enjoy the cute factor that Mophie’s efforts generated.