The Teradata PARTNERS Conference “At the Moment” Video Wall was a groundbreaking multi-platform video installation that synthesized traditional and non-traditional data and allowed conference attendees to participate in a real-time social experiment. This innovative installation has been named a finalist in the Kiosk/Installation category of the 2011 SXSW Interactive Awards, which recognize projects that live outside the standard browser experience.

Founded in 1997, the SXSW Interactive Awards is the centerpiece of the SXSW Interactive Festival, honoring the best new digital work for sites or projects that were launched or redesigned in 2010. Finalists represent the cutting edge of trends, products and overall developments in new media. The At the Moment installation is pitted against such prestigious brands as Showtime, TED and Unilever. Winners will be revealed at the 14^th Annual SXSW Interactive Awards Ceremony on March 15 at the Hilton Austin Downtown.

Tocquigny designed At the Moment as a social experiment to exemplify The Socialization of Data, a forward-thinking methodology that Teradata uses to demonstrate the power of fusing non-traditional business data with traditional data. This concept encourages companies to “socialize” their data by integrating as many information sources as possible to gain insight into their customers’ behavior. To illustrate this concept, we created a video wall comprised of 52 LED monitors and three 77" LCD panels. As conference attendees passed by, the wall displayed more than 25 unique data sources in real time, including YouTube, Yelp, Twitter, Flickr, Tweetfeel, business news, stock market indices and polling results.

In addition to collecting information from outside sources, we used mobile phone signals to track and visualize attendees’ whereabouts at the venue, showing viewers where the convention action was concentrated at any given time, along with geographic representations of registrants’ home cities. Viewers could also use their mobile devices to interact with the visualized content in real-time by responding to polls. They were even able to join in the action by recording themselves in a video booth, with their footage displayed almost instantaneously.

To extend the experience to those not able to attend in person, we also developed an interactive microsite that offered the same data streams in an interactive format.

Socialization of Data microsite

This project represented an ideal opportunity to fuse audience interaction with a storytelling medium, in essence using digital media to create real world social interactions. The installation was a focal point for the entire conference, as attendees gathered to soak it all in and discuss both the content and its presentation. The interactive elements allowed them to be a part of the experience, helping make the conference a more memorable occasion for everyone involved.

A personalized Tocquigny business consultation can be obtained by contacting Peter Moossy.