As we fly to Austin for SXSW, Mass Relevance has rolled out a new product called Companion, a flexible viewer that brands can adapt to live events — such as conferences or live TV — with their own sponsors. And to demonstrate it, Mass Relevance has launched the SXSW Social Viewer, bringing together real-time conversations about the annual event across devices.
The viewer is built in responsive HTML 5, which means it looks just as snazzy in an iPhone or iPad browser as your laptop. Tweets appear in real time, and you can respond, retweet and favorite accordingly. You can filter the tweets by photos and even mentions of beer or parties, for you late-night hipsters. The viewer has a trends section, too, which maps SXSW tweets-per-minute by hour of the day. And you can also originate your own tweets from the experience, as well. It’s clean, simple and it works.
“Attendees of events, shows, or conferences seek out a real-time social co-viewing experience that is available from their phone, tablet or PC,” said Mass Relevance CEO and Founder, Sam Decker. “Brands and media who want to own and monetize a co-viewing experience also need to create an experience that delivers relevant content and interactivity. This new product is an extension of our platform and integration modules to deliver an exciting, engaging second screen experience that viewers – and sponsors – crave.”
Through a partnership with Twitter, Mass Relevance has access to the full Twitter firehose — along with redistribution rights — which means brands can plug-and-play with their own sponsors. Among the Companion features are filtering real-time content from Twitter and Facebook by various criteria, mapping geo-tagged updates, displaying real-time infographics, offering a leaderboard of the most active or influential participants, and the capability to highlight updates by hand. And the design is customizable to match the brand and sponsorships.
For those of us at SXSW suddenly at a loss, the SXSW Social Viewer will come in handy. And for Austin-based Mass Relevance, it’s a natural way to demonstrate its latest social curation technology. But that’s not the only place at SXSW: Mass Relevance is powering an artistic display, #FEEDmixer, at Jones Center Arthouse on 7th and Congress. And it has set up interactive visualizations at the CNN Grill, Funny or Die’s party and Pandora’s Discovery Den (Antone’s, 213 5th Street).
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