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SXSW 2020

Closing the Gap Between IRL and URL Experiences

First, we embraced the Internet. Next, we moved our content, our ads, and our lives online. Then… we stopped. Now, with digital marketing the status quo, we have hit a standstill in innovation.

Meanwhile, our industry counterparts are reinventing ways of connecting with consumers—as evidenced by the many brands investing in experiential marketing, building relationships through in-person experiences. The problem? There’s an entire world of digital opportunity being missed.

Drawing from our work with the world's most recognizable brands, Getty Images, Ceros, and GumGum will detail the importance of creating impactful experiences where we “live” most—online—and share insights on bridging the experience gap, bringing your brand’s digital identity into the future.

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  1. Discover the gap between IRL and URL experiences, and how you can interact with your audiences where it matters most.
  2. Learn what experiential content is, how to employ it, and why it matters to today’s consumers, across demographics and continents.
  3. Learn to create experiences that defy the current definition of “content”—experiences that uniquely comply to the laws governing the Internet.


  • Ryan Brown, Head of Brand Strategy, Ceros
  • Kirstin Benson, Vice President of Global Entertainment , Getty Images
  • Som Puangladda, Vice President of Global Marketing, GumGum
  • Katie Martell, Executive Director, Boston Content


Bethany Onsgard, Senior Associate, cred

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Level: Beginner
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