Each year, more than 70,000 people attend the South by Southwest Interactive, Film and Music Festivals in Austin, Texas. This year, Cisco’s corporate social media team joined the tech-savvy and artistic throngs to host events about the Internet of Everything, wearable devices, and advancements in healthcare technology.
On Monday, March 15, Cisco hosted ‘Mimosas and a Movie: How Wearables Could Power Early Cancer Detection.’ More than 100 attendees sipped mimosas and noshed on southern fare as we unveiled the trailer for DETECTED. This Cisco-supported documentary tells the story of an Internet-enabled bra that can detect breast cancer. Before and after the trailer reveal, I had the privilege of hosting a panel featuring documentary filmmaker Seth Kramer of Ironbound Films, chief evangelist behind the iTBra and CEO of Cyrcadia Health Rob Royea, and Cisco’s Senior Manager of Social Media Communications Joie Healy, about the what, why, and how of the DETECTED collaboration.
Seth shared how he discovered the iTBra and how he saw it as a shining example of Internet of Everything technology. The experience of filming DETECTED was unusually emotional, he said, given the potentially life-saving outcome of Rob’s endeavors with the iTBra. Joie underscored how an Internet-enabled bra to detect breast cancer was a compelling way for Cisco to bring the Internet of Everything to life and demonstrate its incredible power to improve the world. Rob explained how the technology works, when and how the bra will be available to consumers, and how he expects the iTBra to revolutionize cancer detection.
Audience members peppered the panelists with questions. Many of them followed us to our next event, a booth and panel discussion at SXSW's first-ever MedTech expo. Here, Rob publicly demonstrated the iTBra prototype while the Cisco team described how the iTBra represents the power of connected devices to create meaningful change.
Across the exhibit hall, Cisco's Senior Director of Sales and Operations Bob Cooper took part in The Digital Health Communications Revolution panel to discuss how technology enhances communication between patients, doctors and insurance providers.
Since it wouldn't be SXSW without testing the latest breakthrough app, the Cisco team broadcasted its DETECTED event on Meerkat, a new application for live video streaming on Twitter. At its peak, 88 Meerkat users watched the live event.
After three successful events, the team celebrated with some delicious Texas barbecue and a night on the town in Austin.
With development of the iTBra and filming of DETECTED still underway, we invite you to follow along at www.detectedmovie.com as we document the journey of bringing this amazing Internet of Everything innovation to life.