While South by Southwest Interactive lit up Central Texas, some folks in Austin simply wanted to go dark. GSD&M, a marketing services firm, even launched a Web app to help showgoers to avoid other people, while anonymity-based mobile players Secret and Whisper popped into real-life conversations during the festival.
Then there's digital shop Huge, which rented out an unmarked bar on 6th Street called Midnight Cowboy, referring to the space as its "speakeasy" headquarters. It really looks like an old speakeasy on the inside, and you cannot get in if you don't know someone.
When it comes to actually forging business relationships at a networking-heavy event such as SXSWi, who needs all the noise and busy bodies at big parties and activations? At least that's Huge ecd Jon Jackson's logic in this Instagram video. (Check out Adweek's extensive South By Instagram video work here.)