Live from SXSW: Homeless Hotspots

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Blogging to you all from the epicenter of hippies, nerds, and hobos, known to most as the SXSW Festival in Austin, Texas. While the first two groups often claim most of the attention during the festival, it was the homeless that became the center of a revolutionary and controversial marketing campaign from ad agency BBH Labs and Front Steps Shelter, a local non-profit. The campaign designated 14 local homeless people as 4G hotspots, along with a simplistic (and slightly offensive) t-shirt that read “I’m (Melvin), a 4G hotspot.” This bold initiative takes the age-old street newspaper vendor into the digital age, by providing a precious commodity to techies in Austin.  While the campaign will seemingly end amidst cries of exploitation when SXSW closes it’s doors, personally I’m just happy that Melvin let me get this post up in under four hours.  Take that nerds!

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Written by Stephanie Rudnick
Stephanie Rudnick

March 15th, 2012 at 2:14 am

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