FORTUNE -- This year's South by Southwest Interactive may be remembered just as much for what happened outside the halls of the Austin Convention Center as what happened in them. Here's a look at the biggest news stories to come out of the five-day media free-for-all:
Homeless hotspots? Sometimes marketing results in iconic campaigns, and sometimes the result is something decidedly less savory, like "Homeless Hotspots." BBH Labs organized the marketing campaign, which had several homeless Austin residents wearing Verizon (VZ) MiFi 4G cards and acting as Internet hotspots with shirts that read "I'm [first name], a 4G hotspot. SMS HH [first name] to 25827 for access." In exchange for a donation, users received wireless Internet access. The ploy drew many surprised looks from passersby. And although the company says all proceeds go toward the participating homeless residents, their objectification for the technorati to cruise the Internet became a hot topic.
CNN in talks to buy Mashable. Reports emerged this week that CNN (TWX) is in "advanced talks" to buy the popular blog Mashable for $200 million. Mashable founder Pete Cashmore responded with a denial, stating that the "rumor going around on Twitter that Mashable will be acquired this week" isn't true. (That doesn't mean it couldn't be acquired next week.)
Instagram's rapid growth. Instagram may not have been the first photo-sharing app of its kind, but it may be the most successful. Co-founder Kevin Systrom admitted during a panel that there are now more than 27 million users, with 67% of them having used the app just yesterday. Also: the long-awaited Android app is coming soon and in some (unspecified) ways apparently, puts the iPhone version to shame.
This year's break-out app: Highlight. The mobile app from CEO Paul Davison generated buzz even before the conference began. At its core, Highlight users are alerted about one another based on their location, the number of Facebook friends they have in common, and common interests. Although SXSW attendees tried using the app to meet new people -- perhaps the most obvious use case scenario for an app like this -- Davison told Fortune that Highlight's focus is more about giving you more information about the people around you, alerting you if friends happen to be a few blocks away, or reacquainting you with people you met once or twice. "It's a subtle distinction," he said.
Google+ is being used -- so says Google. Despite recent reports that Google+ (GOOG) users spend a mere 3.3 minutes there a month, rendering it a virtual "ghost town," engineering chief Vic Gundotra argued the service is one of the fastest growing the company has ever launched. Gundotra reported that 50 million individual users log onto Google+ each day, and 100 million users sign in at least once a month, with a lot of social network activity happening privately among users. (He didn't however, specify how much time they're actually spending on it.)
Who is Seth Priebatsch? How did his tiny company, based on turning life into a video gaming experience, wind up with a $100 million valuation?
FORTUNE -- As I walked through the front door of SCVNGR in Cambridge, Mass., a $100-million company that makes location-based apps to rival Foursquare and Groupon, a painted canvas of the cover of Ayn Rand's "Atlas Shrugged" greeted me. Standing beside it was the the man MOREChadwick Matlin - May 2, 2011 5:00 AM ET
With a huge attendance boost this year, big businesses from GM to Microsoft continued the trend of coming to Austin to get in front of hip influencers.
By Elisabeth Long, contributor
Now in its 15th year, the South by Southwest Interactive conference has taken off like the handle of the ubiquitous hockey-stick growth model that startups at the conference aspire to. The 2011 conference saw a spike in attendance – up about MOREMar 16, 2011 12:15 PM ET
Doing the Bump at SXSW: A new app is trying to send all those little pieces of paper to the recycling bin.
By Caroline Waxler, contributor
One of the first pieces of advice given to anyone who goes to the South by Southwest interactive conference in Austin is bring enough business cards. And don't be surprised when you run out.
Not this year.
At the 2010 conference, exchanging physical cards (remember those little rectangular MOREMar 16, 2010 11:54 AM ET
Foursquare and Gowalla are squaring off for the title of top tagger at Austin's annual tech-fest.
By Caroline Waxler, contributor
The annual South By Southwest Interactive conference kicks off Friday and the advance buzz is all about a fierce competition between two location-tagging social networking companies: Foursquare and Gowalla. (Disclosure: I know the Foursquare co-founders.)
These services help you locate where your friends and contacts are at any given moment -- perfect MOREMar 12, 2010 9:24 AM ET
By all reports, one of the most useful panels so far at this year's South by Southwest Interactive (SXSW) conference in Austin, Texas, was Saturday's iPhone: The New Gaming Platform, where some of the device's most successful game developers shared secrets of their success.
The star of the panel, judging by the detailed notes filed by TUAW's Victor Agreda, Jr., was Austin's own Brian Greenstone, whose Pangea Software has racked up MOREPhilip Elmer-DeWitt - Mar 15, 2009 1:50 PM ET
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