Event:SXSW Interactive 2010

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SXSW Interactive takes place in Austin, TX from March 12-16, 2010. Interactive Festival brings together the world’s most creative web developers, designers, bloggers, wireless innovators, content producers, programmers, widget inventors and new media entrepreneurs. Five days of captivating keynote presentations and provocative panel sessions provide hands-on training as well as big-picture analysis of the future of this industry.

South by Southwest (SXSW) Conferences & Festivals offer the unique convergence of original music, independent films, and emerging technologies. Fostering creative and professional growth alike, SXSW is the premier destination for discovery. Year after year, the event is a launching pad for new creative content. New media presentations, music showcases and film screenings provide buzz generating exposure for creators and compelling entertainment for audiences. Conference panel discussions present a forum for learning, business activity thrives at the Trade Shows and global networking opportunities abound.”


Our main function at SXSW this year is the Jetpack for Learning, Evangelism, AMO and marketing team activities.  While there is no hard news to announce, we have several points of presence that will be highly visible including:

  • Mozillians on panels at SXSW
  • Jetpack for Learning Camp
  • Rock Your Firefox Launch
  • AMO All You Can Mini Golf Event
  • Mozilla Happy Hour Party


Jetpack for Learning Design Camp

  • Up to 10 participants from the JFL Design Challenge will be in Austin during the week prior to SXSW. They will finalise their prototypes and develop a vision for Jetpack based social learning. A final Design Challenge winner will be selected and announced during Mozilla SXSW Happy Hour party on 3/13 at Cedar Door.
  • Design Camp will be run by Allen Gunn, Andy Edmonds, and Brian King.
  • Participants to join in our meetup event and to recognize them at the event.
  • Design Camp planning page

Mozilla Happy Hour Party

  • March 13 from 6 – 8 pm at Cedar Door
  • Space is limited to first 250 attendees.
  • 6 – 7 pm Food, drinks, music and:
    • Celebrate the March 10 launch of Rock Your Firefox (new Add-ons blog)
    • Hear about the latest innovations coming out of Mozilla Labs
    • Jetpack for Learning Camp Winners - Click through for participants and event details
    • Meet members from Mozilla’s Evangelism, Web dev, and Marketing teams
  • 7 – 8 pm – Jetpack for Learning Design Camp winners announced by Joi Ito (Creative Commons); Also, check out LocalMotors.com Rally Fighter car (http://bit.ly/50Z880).
  • Add to your SXSW schedule here:

Firefox Add-ons "All You Can Mini Golf" Meetup

  • Friday, Mar 12 from 4 – 5:30 pm at Peter Pan Mini Golf
  • Join Mozilla as we enjoy some old-fashioned fun at one of Austin's oldest and most treasured destinations: Peter Pan Mini-Golf!
  • Meetup is limited to the first 150 guests

SXSW Sessions

Wikipedia Gets an Upgrade: Collaborative Video

View Source Has a Posse

Offering Your Content in 100 Languages

What’s Open Video and Why Does it Matter?

Wow, That’s Cool… Fun with HTML5 Video


MoCo and MoFo

  • Chris Blizzard (Evangelism)
  • Sarah Doherty (Marketing)
  • Erica Jostedt (PR)
  • Aza Raskin (Labs)
  • Nick Nguyen (Add-ons)
  • Mark Surman (Mozilla Foundation)
  • Brendan Eich
  • Arun Ranganathan (Evangelism)
  • Austin King (Webdev)
  • Justin Scott (Add-ons)
  • Julie Choi (Add-ons)
  • Seth Bindernagel (Localization)


  • Dean Jansen (PCF)
  • Ben Moskowitz (PCF)
  • Mike Kaply - I live in Austin, so if you guys need anything, let me know.
  • Brian King (Briks) - Mentoring at the final stage of the Jetpack for Learning Design Challenge
  • Andy Edmonds - Mentoring at the final stage of the Jetpack for Learning Design Challenge

Mozilla Team Goals

Add-ons(Nick Nguyen, Justin Scott and Julie Choi)


  • Promote Rock Your Firefox at SXSW
  • Reach out to a group of mainstream Web-savvy consumers and press about add-ons and incorporate learnings into future marketing programs

What Did You Accomplish?

  • Introduced add-ons (via Rock Your Firefox) to a hybrid audience of consumers/media/tech at SXSW - many of whom responded positively to live demos of add-ons and Rock Your Firefox
  • Participated in two events (smaller mini-golf outing + larger sponsored party) and shared with hundreds of people about add-ons through demos & swag
  • Gained valuable insights on event logistics/planning for future events

(Aza Raskin)


  • Increase engagment and participation in the education and non-profit world via jetpack for learning, as well as drive functioning artifacts via a hands-on implementation of the concept series.
  • Speak about the goals of a view-source world.
  • Increase awareness of Jetpack.

What Did You Accomplish?

Marketing (Sarah Doherty and Erica Jostedt)


  • Recruit community-marketing volunteers
  • Show off recent marketing campaigns - Five Years, 3.6, etc..
  • Get people interested in 'open source marketing'
  • Support Mozilla events, panels and PR opportunities
  • Press attendance and Mozilla party

What Did You Accomplish?

  • We learned that in order to recruit community marketing volunteers and Campus Reps we need to setup a targeted booth, handle out print materials or throw a separate event.
  • Wireless did not work so we were not able to show Web sites, but we were still able to talk to people about recent campaign.
  • We helped with the planning and logistics for all Mozilla events and panels. We also supported all onsite activities to help make them a success.
  • More than 40 top tier press RSVP'd to our party, and nearly 20 attended.

Mozilla Foundation
(Mark Surman)


  • Jetpack 4 Learning Design Camp
  • Drumbeat

What Did You Accomplish?

  • Enlarged Mozilla's Drumbeat presence
  • JFL Design Challenge: successfully finalized participants' prototypes, developed a vision for Jetpack based social learning. Selected a Design Challenge winner
  • Led a panel discussion about open video. Discussion topic: "What role does open video have in the new media environment? How can it change the way we experience the internet? Does open video lead to more participation in video and media literacy?"
  • Developed pipeline for Drumbeat grant funding through meetings with individuals from grantmaking foundations.

Web Dev, Evangelism & Localization(Chris Blizzard, Austin King, Seth Bindernagel)

What Did You Accomplish?

  • No live demos - No Wireless
  • Spread the word about webdev projects
  • Discussed HTML5 and Open Web technologies
  • Discussed CrashKill efforts
  • Bonded with TED people and introduced them to the Universal Subtitles Project


SXSW Keeps Austin Weird, Wired and Wild


sxsw2010 at mozilla dot com

If you'd like to reach out to everyone who is participating in SXSW from Mozilla this year send an e-mail to the above mentioned address.  This should help coordinating various activities throughout the extended weekend. Social Media

Social Media

Use the hashtag #mozsxsw for all Mozilla based SXSW Tweets.  (Also good to use the official SXSW Interactive hashtag #sxsw)



  • For the Happy Hour Party we had a line that extended out the door for over 1.5 hours
  • Total amount of guests that passed through - 800-900 (should have a clearer # soon)
  • At one point over 400 people inside venue

Things that worked:

  • Getting picked up as top 15 events
  • Good buzz and promotion around events
  • Being in the brochure
  • Cedar Door event help (High Beam Events)
  • Rock Your Firefox table at Cedar Door
  • Sessions -- followup afterwards has been great

Things that we can do differently:


  • Room Block
  • Renting a house?


  • Rock your firefox Golf Event
  • Execution was pretty well
  • Understanding how to better promote events at SXSW
  • 200 RSVP --- 15 people showed up
  • Distance is a bigger issue
  • Friday night is not a great night to do an event
  • Conflict with Jetpack for learning event


  • Didn't feel like you learned that much
  • Coordinating and voting for session
  • Own being the thought leader in the particular space
  • Run different session ideas by Hugh Forrest