Samsung approached JESS3 with an interactive challenge for SXSWi 2012: create an intricate data visualization installation comprised of 23 Samsung displays called the #smartwall. JESS3’s goal was to make this year’s installation the live premier source of valuable real-time interactive social data for conference goers. We designed eleven different layouts across five screens to capture breaking social activity around conference panels, industry trendsetters, trending locations, popular topics, hot parties, and buzz captured at the infamous SXSW parties. In addition to the complex design, the JESS3 team came to SXSW with a team of 8 curators prepared to unearth the most compelling data for the #smartwall using our custom-built curation admin tool called the Samsung Controlinator. Armed with essential keywords, killwords and trendspotting tools, the curation team worked on the ground for 12 hours per day to ensure the best social data was highlighted on the installation. Physical installations present unique challenges. Complications can arise with fabrication of the structure the digital installation sits in, hardware malfunctions, software bugs, and of course -- making sure that what you’ve designed actually looks good in real life and not just in the office where you’ve been staring at it for months. But at the core, it’s always about finding a way to make something that fits in the space and conveys interesting and value-driven information in a beautiful relevant way. According to NetBase, Samsung received the most social media buzz among non-media/tech brands, with about 165,000 mentions - even more than heavy-weight brands American Express, Pepsi and Chevy. Samsung was the most tweeted sponsor at SXSWi with 2,401 tweets overall and received coverage from a number of top media outlets including Fast Company, Mediabistro and AdWeek.
