In brief: Why SXSW isn't MWC; Apple Watch keeps on ticking

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In other news: Apple ResearchKit project helps breast-cancer patients ... McDonald's will pay SXSW bands.

From the Campaign family:

Twitter likes Apple Watch, doubts Apple's mandatory app. (Direct Marketing News) Tweeters around the Web responded to Apple's new wearable: While many love the features, others find intrusive the inclusion of an Apple Watch app with iOS 8.2.

Apple Watch gives App Store social-engagement boost. (PRWeek) The global brand getting the highest level of engagement out of its Twitter account on Tuesday is Apple’s App Store, driven by high interest in Monday’s Apple Watch event, according to data compiled by SocialRank. EBay, MTV, Amazon, and Reuters Top News round out the top five in terms of engagement.

Apple's new ResearchKit helps breast-cancer patients "share the journey." (Medical Marketing & Media) Powered by Apple's open-source ResearchKit framework, Dana-Farber's "Share the Journey" app is for women who have been diagnosed with breast cancer as well as women who have not. The app tracks common breast-cancer treatment symptoms, including fatigue and cognitive difficulties, by using a combination of surveys and health diaries, and patients track activities that may or may not have an impact on their symptoms as well as their progress meeting exercise goals. Apple said in a statement that gathering information about women who have not been diagnosed with breast cancer will help researchers sift cancer-treatment-related symptoms from "symptoms" that "may be part of the normal aging process."

Around the Web:

Seven ways SXSW isn't MWC. (Adweek) Are you experiencing tech overload between last week's Mobile World Congress in Barcelona and this week's SXSW in Austin, Texas? Adweek ticks off some cultural differences.

McDonald's will pay for SXSW bands after all. (Adweek) After members of the indie rock band Ex Cops mocked McDonald's on Facebook for asking them to play for free, the Golden Arches has thought better of it. A McDonald's rep emailed the following statement to Adweek: "SXSW started as a conference and festival for the music industry, related press and up-and-coming musicians bringing the community together to showcase their talents. We are excited to expand our support of music at our SXSW activation where the lineup features a great assortment of more than 20 bands, honoring the spirit of the festival. To further support these artists, all bands performing at our showcase will be compensated."

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