Google expands advertising creativity and technology showcase for SXSW

by Curtis Lee Fulton

Retail apps are incinerating print’s biggest advertisers and Google is throwing gasoline on the inferno with its new creativity and technology showcase called Art, Copy & Code. In time for the anual interactive South by Southwest confab in Austin, Google says the showcase has expanded to include the brands Volkswagen, Burberry and Adidas. The showcase will also include experiments with filmmakers, creative directors and technologists to test how advertisers can reach consumers with digital ads and mobile apps.

The first project is a social driving app called Volkswagen Smileage, which is fitting, considering that despite an auto rebound, dealers are declining to advertise in print.