a mobile 4G Wi-Fi service during SXSW, holds the T-shirt he was given
by the marketing agency in Austin, Texas on Tuesday. (AP)
AUSTIN, Texas -- Perhaps you've heard that the zeitgeist at the annual South by Southwest culturefest is now located in the Interactive segment, rather than the conference's original Music portion. Must be true -- the first real controversy of SXSW 2012 occurred before many music critics had landed in the Texas capital.
SXSW is now a 10-day event encompassing rollouts of films, digital ventures and new music. The movies and online jibber-jabber started March 9; the music blares on through March 18.
But it's a crowded event, with celebrities, journalists and industry types jamming the Austin Convention Center and venues throughout downtown. Last year, nearly 20,000 registrants attended the Interactive portion -- which wraps up today, just as the Music showcases begin tonight -- As you might imagine, mobile bandwidth comes at a premium.
So BBH Labs, the techie division of the marketing agency BBH, tried a little experiment.
They gathered 13 people from a local homeless shelter, gave them mobile 4G Wi-Fi devices and sent them into the throng. Each volunteer wore a T-shirt saying, "I'm [Homeless Person's Name], a 4G Hotspot."
Many have found the campaign insensitive. Wired.com wrote that it "sounds like something out of a darkly satirical science-fiction dystopia." Technology blog ReadWriteWeb called it a "blunt display of unselfconscious gall." In an online op-ed, The Washington Post wondered "Have we lost our humanity?"
The company paid the homeless workers $20 up front and a minimum of $50 a day for about six hours work, said Emma Cookson, chairwoman of BBH New York. They also were able to keep whatever customers donated in exchange for the wireless service.
When you log on to one of the Homeless Hot Spots sites, customers are introduced to the person providing the connection and are invited to make a donation. A statement on the page reads: "Homeless Hotspots is a charitable innovation initiative by BBH New York. It attempts to modernize the Street Newspaper model employed to support homeless populations."
Saneel Radia, the BBH Labs director who oversaw the project, told the New York Times the company was not taking advantage of the homeless volunteers.
Other might want to get in on the action, though. My cab driver from the airport said, "Hell, they can load up my cab and I'll drive around with a hundred hotspots, long as I can keep the meter running."