SXSW Buzz Overview: TV, Brands and Celebrities

Austin has a large clean-up job following the end of this year's SXSW festival and we're not just talking about Lady Gaga! Without further ado Little Monsters, here is Way To Blue's recap of the most buzzed about celebrities, brands coming out of the festival.

Way To Blue researched the top events, people, brand activations, screenings and panels to discover what really rose to the top of the heap in the whirlwind of the notoriously busy annual event, and below we reveal the top ten. We examined brands by looking at which ones inspired the highest volume of social chatter during entire course of SXSW and out of those the brands how much of that discussion was focused on Intent to Purchase.

It's not just brands that cause social excitement at SXSW. It's also the celebrities in attendance as well. We looked at the major personalities who attended the event, and measured the volume of chatter around them during the course of the festival. We also wanted to know which of these personalities' appearances caused the highest share of appreciative chatter. We call this Affinity. Affinity represents positivity towards or likeability of a person or celeb; this can be reflected in conversational such as "cool", "amazing", or awesome". This has all been pulled together in a handy infographic for your viewing pleasure. Some of the key takeaways are below:

· It was a political cause célèbre vs music when it came to the most buzzed about celebrities at SXSW

· Lady Gaga lead the charge in terms of volume with almost 98,000 tweets about her festival appearance. She scored the second highest affinity rating with just 19% of those tweets being appreciative. Is the audience really disgusted with Lady Gaga's showboating antics? Maybe not.

· Edward Snowden caused the second highest volume of social chatter with 61,263 mentions about his video appearance. Audiences however did not appreciate his 'I'd do it again' stance with his controversial message, meaning just 6% of this comments showed affinity with his cause.

· Kanye West and Jay-Z generated 27,086 and 25,175 online mentions respectively, and Kanye beat Jay-Z when it came to affinity as well. 10% of Kanye fan tweets expressed appreciation for his festival appearance compared with 8% for Jay-Z.

· Jimmy Kimmel secured the highest affinity rating with 21% of his 12,268 mentions in association with SXSW being appreciative.

· Many brands scored very low on mentions as well as Intent to Purchase as a result of their activations at SXSW.

· Doritos caused the highest volume of discussion with 17,491 comments as a result of their activity. However their Intent to Purchase score was low, with 4% of users discuss buying the snack as a result of their festival activations.

· Samsung generated the second highest volume of discussion with 14,635 mentions because of their association with the music events. Their Intent to Purchase score was 6%.

· HBO fared better. The premium cable network may have the third highest volume of discussion, with 4,588 mentions, but its Intent to Purchase or View score was 10%.

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