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"AUSTIN \u2014 Like a magician pulling a rabbit out of a hat, a Google Chrome experiment wondrously appeared for Oz the Great and Powerful to serve as an interactive trailer. \nThe masterminds behind the \"Find Your Way to Oz\" experience revealed their sleight of hand, so to speak, during a quick discussion before a screening at South by Southwest. \nThe Google Chrome experiment takes you on an interactive journey from a circus to the land of Oz with a balloon ride and an encounter with an ugly storm in between. Watch the walk-through above see everything in motion, or click here to experience it yourself.\nSEE ALSO: 'Oz the Great and Powerful': Worth Your Time?\n\n\"It's marketing but it doesn't feel like marketing,\" said Google product manager Alex Komoroske, who answered a few of Mashable's questions after the screening. \nQ&amp;A With Google Product Manager Alex Komoroske\nWhy create a web experiment instead of an app for this experience?\nFor \"Find Your Way to Oz\" \u2014 as with all Chrome experiments \u2014 the goal was to show the power and maturity of open web technologies supported by modern browsers. This experience uses the latest modern web technologies such as WebGL and WebRTC to create a truly immersive setting while delivering a highly interactive experience. We want to inspire developers to make rich and immersive experiences like this for the web, as well as introduce Chrome users to what\u2019s possible on the web and in the cloud. \nWhat's the trend in creative storytelling at the moment?\nFrom music to live theatre and major motion pictures, the web is providing a new and unique platform for storytellers. \"Find Your Way to Oz\" represents an amazing collaboration and intersection between entertainment and technology. It allowed Disney to create an engaging experience with their film that was immersive and entertaining. This experience would not have been possible a year ago and is a testament to the evolution of the browser and the power of the web as an open platform.\nWhat other examples of creative storytelling are available now that people should be aware of, whether it's from Google or another company?\nWe\u2019ve had over 500 Chrome experiments and we continue to see amazing, creative projects being brought to the web. \nSome past projects with strong storytelling elements are Cirque du Soleil's \"Movi Kanti Revo\" and Arcade Fire's \"The Wilderness Downtown.\"    \nDo you have any stats for how many times \"Find Your Way to Oz\" has been used? \nWe don\u2019t have specific numbers to share, but we\u2019re happy with the response we\u2019ve received so far. It seems like people are enjoying this experience and finding their way to Oz.\n\n\nSXSW by the Numbers\n\n\n\n\n\n\n\n1. Age\nOnly 1% of SXSW attendees are under 21; 49% are between 21 and 34; 48% are between 35 and 54; and 4% are above 55 years old.\n\n\n\n\n\n\n\n\n\n\n2. Gender\nForty-one percent of SXSW attendees are women; 59% are men. \n\n\n\n\n\n\n\n\n\n\n3. Relationship Status\nMost of the people at SXSW are married (49.1%), followed by single (44.3%) and divorced (5.1%).\n\n\n\n\n\n\n\n\n\n\n4. Children\nDon't worry too much about screaming babies at SXSW. Sixty-nine percent of attendees have no children. Of the 31% that do, most are raising two kids. \n\n\n\n\n\n\n\n\n\n\n5. Travel\nSeventy-nine percent traveled to SXSW from the U.S., while 21% arrived from international locations.\n\n\n\n\n\n\n\n\n\n\n6. Goals\nFrom the looks of it, most people are there for the party...\n\n\n\n\n\n\n\n\n\n\n7. Reasons\n...On second look, 64% claim to be at SXSW for new business opportunities.\n\n\n\n\n\n\n\n\n\n\n8. Ticket\nCha-ching! Most people (63%) traveled to Austin, Tex. on their boss' dime. \n\n\n\n\n\n\n\n\n\n\n9. Jobs\nNo job shortage here -- 89.6% of attendees are employed full-time. \n\n\n\n\n\n\n\n\n\n\n10. Pay\nSurprisingly, about one-third of SXSW attendees make over $150,000 in salary. \n\n\n\n\n\n\n\n\n\n\n11. Residence\nOver half (55%) of the people at SXSW are homeowners; 42% rent; and 3% couch-surf (shocker). \n\n\n\n\n\n\n\n\n\n\n12. School\nDiplomas are everywhere at SXSW: 55.5% hold a bachelor's degree, and 30.8% have a graduate degree. \n\n\n\n\n\n\n\n\n\n\n13. Social Media\nSocial media in order of popularity: Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+, WordPress, Tumblr, Flickr and Reddit. \n\n\n\n\n\n\n\n\n\n\n14. Attendees\nFinally, a whopping 96% of SXSW attendees use social media. \n\n\n\n\n\n\n\n\nImage courtesy of Disney"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/03/10/oz-the-great-and-powerful/>