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Recharging, Refueling, Reimagining The Future At SXSW

Texas A&M drew an international audience of entrepreneurs, influencers and young professionals from growing industries to Texas A&M [Power] House at SXSW.
By Sam Peshek, Texas A&M University Division of Marketing & Communications March 19, 2019
Texas A&M [Power] House attendee breakdown.
Texas A&M [Power] House attendee breakdown.
Texas A&M Marketing & Communications

Texas A&M University marked its third year at SXSW Interactive Festival by showcasing the ways it is recharging, refueling and reimagining the future to more than 2,400 visitors from around the world at Texas A&M [Power] House March 10-12 in Austin.

For three days, guests experienced panel programming that highlighted Aggie innovations in public-private partnerships, digital world building, rural healthcare solutions and a masterclass in branding from a Texas A&M brand partner.

“Thousands of Texas A&M [Power] House visitors at SXSW experienced – many for the first time – that which makes us unique: outstanding scholarship and research blended with a spirit of selfless service infused in students, former students, faculty and staff,” said Amy B. Smith, Senior Vice President, Chief Marketing and Communications Officer. “We hope they left wanting to know more, and look forward to seeing them again, be it in Aggieland or in their part of the world.”

Data collected by RFID bracelets that guests received upon entry to Texas A&M [Power] House showed that Texas A&M reached its target audience of young professionals in growing industries. The 25- to 39-year-old age group made up a bulk of house guests with 1,113 visitors, while the top three industries represented at the house were technology, marketing and education.

The Reimagining Public & Private Partnerships panel at Texas A&M [Power] House during SXSW featured Army Futures Command Gen. John M. Murray, Texas A&M System Chancellor John Sharp and Texas Tribune Editor-In-Chief Emily Ramshaw.
The Reimagining Public & Private Partnerships panel at Texas A&M [Power] House at SXSW featured Army Futures Command Gen. John M. Murray, Texas A&M System Chancellor John Sharp and Texas Tribune Editor-In-Chief Emily Ramshaw.
Mark Guerrero/Texas A&M Marketing & Communications
Kyle Clark (right): “It always has to come back to creating emotional connectivity to the consumer. World building is nothing if you can’t find a way for the consumer to actually have some sort of relationship or emotional connectivity. It’s not just about the pieces and parts and the physical details of the world. It’s how they impact the user. There needs to be a home for stories.
Kyle Clark (right): “It always has to come back to creating emotional connectivity to the consumer. World building is nothing if you can’t find a way for the consumer to actually have some sort of relationship or emotional connectivity. It’s not just about the pieces and parts and the physical details of the world. It’s how they impact the user. There needs to be a home for stories.
Mark Guerrero/Texas A&M Marketing & Communications
Nicole Portwood at SXSW Texas A&M Power House
Nicole Portwood: “One of the challenges you get to a mass scale in a gigantic company which PepsiCo most certainly is, is to help people retrain their thinking on individual human beings. We have incredible tools, data and analytics that allow us to do that, but finding your way to the connection points is a harder part.”
Mark Guerrero/Texas A&M Marketing & Communications
Texas A&M University President Michael K. Young discusses the challenges and opportunities facing universities during a live taping of Texas Monthly's National Podcast of Texas at SXSW.
Texas A&M University President Michael K. Young discusses the challenges and opportunities facing universities during a live recording of Texas Monthly's National Podcast of Texas at SXSW.
Mark Guerrero/Texas A&M Marketing & Communications
Greg Winfree
Greg Winfree on sharing resources to bridge gaps in healthcare access and affordability: “We’re going to need communities to work collaboratively and collectively. You can share resources on an issue-by issue basis.”
Mark Guerrero/Texas A&M Marketing & Communications

Panel discussion summaries, photos, audio are available on Texas A&M Today:

  • Reimagining Public & Private Partnerships
    • John M. Murray, Army Futures Command
    • Chancellor John Sharp, The Texas A&M University System
    • Emily Ramshaw, Texas Tribune (moderator)
  • World-Building Creativity & Technology
    • Laura Murphy, Technical Director at Pixar Animation Studios
    • Gracie Arenas Strittmatter, Technical Art Director at EA’s BioWare
    • Kyle Clark, CEO of Flight School
    • Tim McLaughlin, Texas A&M Department of Visualization (moderator)
  • Brand Masters On Building The Brand
    • Nicole Portwood, PepsiCo Vice President of Marketing – Mountain Dew, Energy & Flavors
  • Plugging Into Rural Healthcare Solutions
    • Dan McCoy, President of Blue Cross Blue Shield of Texas
    • Vivian Lee, President of Health Platforms at Verily (formerly Google X)
    • Greg Winfree, Director of the Texas A&M Transportation Institute
    • Dean Carrie L. Byington, MD, Dean of the Texas A&M College of Medicine, Senior Vice President of the Texas A&M University Health Science Center and Vice Chancellor for Health Services at The Texas A&M University System. (moderator)

In addition to panelists that included representatives from Army Futures Command, Verily, Blue Cross Blue Shield of Texas and EA-BioWare, Texas A&M [Power] House also featured live entertainment from singer-songwriter Shakey Graves and pro gaming competitions featuring FaZe Clan.

Shakey Graves performs at the Texas A&M X Champion Showcase at SXSW.
Shakey Graves performs at the Texas A&M X Champion Showcase at SXSW.
Mark Guerrero/Texas A&M Marketing & Communications
Texas A&M President Michael K. Young plays Fortnite at the Texas A&M [Power] House during SXSW.
Texas A&M President Michael K. Young plays Fortnite at the Texas A&M [Power] House during SXSW.
Mark Guerrero/Texas A&M Marketing & Communications
Nicole Portwood at SXSW Texas A&M Power House
Nicole Portwood: “I would encourage you all as you go out into the world from here to remember that every single business is a collection of human beings who are working together for a common goal. It doesn’t mean anything without the people and it doesn’t live on its own without the people.”
Mark Guerrero/Texas A&M Marketing & Communications
FaZe Clan pro gamer Tennp0 livestreams from Texas A&M [Power] House during SXSW.
FaZe Clan pro gamer Tennp0 livestreams from Texas A&M [Power] House during SXSW.
Mark Guerrero/Texas A&M Marketing & Communications
Mark Guerrero/Texas A&M Marketing & Communications
CRAY performs a DJ set at Texas A&M [Power] House during SXSW.
CRAY performs a DJ set at Texas A&M [Power] House during SXSW.
Mark Guerrero/Texas A&M Marketing & Communications
Texas A&M [Power] House guests had an opportunity to win exclusive Champion apparel.
Texas A&M [Power] House guests had an opportunity to win exclusive Champion apparel.
Mark Guerrero/Texas A&M Marketing & Communications
Texas A&M [Power] House at SXSW.
Texas A&M [Power] House at SXSW.
Mark Guerrero/Texas A&M Marketing & Communications

Texas A&M [Power] House guests experienced Aggie innovation firsthand at interactive exhibits that showcased telehealth counseling, phage therapy and educational video games.

More photos from the Texas A&M [Power] House Launch Powered by MTN DEW AMP GAME FUEL and the Texas A&M X Champion Showcase are available on Texas A&M Today.

Funding for Texas A&M at SXSW was made possible through brand licensing revenues, without the use of tuition dollars.

Media contact: tamunews@tamu.edu, 979-845-4641.

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