The music portion of SxSW starts today, but the interactive portion finished yesterday. One of the big stories out of interactive this past weekend was how ill-prepared AT&T was for the influx of iPhone-wielding hipsters and geeks descending on Austin.
Tens of thousands of attendees are using their phones far more than usual to stay in touch with everyone else at the conference, meet up with co-workers and do the sort of networking that people who go to this kind of industry event do.
Also, crowds of twittering hipsters are placing additional strain on AT&T as conference-goers use the popular micro-blogging service to communicate what is going on to those outside the festival.
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Fallout: What geat marketing by AT&T: Get the country's biggest taste makers, trend setters, bloggers, tech-writers, early adopters and twitterers in one place and have them all talking, blogging and tweeting about how they hate your service.