In recent years, South by Southwest Interactive has gotten so big and unwieldy that some folks have grown skeptical, wondering aloud on social media if we all should be "over" the five-day festival, even before it began. They wondered wrongly.
This year, the brand activations were fewer and generally smaller compared to some of the ridiculous monstrosities of 2014. And the dearth of bombastic marketing made room for people to more comfortably maneuver around the Austin Convention Center, improving the overall experience. In a lot of ways, the festival's focus made a healthy return to tech, at least compared to last year. And a large marketer, McDonald's, surprised attendees with a popular activation.
Here are 10 things that made the trip to Austin, Texas, fascinating and memorable.