What's hot and not from Texas' tech mecca - AdNews

Now in its 30th year South by Southwest is synonymous with creativity and innovation for advertisers and marketers from around the world and this year has seen the program significantly expand with hundreds of new sessions catering to a record breaking 72,000 delegates across its interactive, music and film festivals. So beyond dizzying crowds, and the ever-present fear of missing out on the next big thing, what are some of the key trends to have emerged from the annual techie talkfest and what are the things which were hot in previous years but have now have lost their cool after going mainstream? Walking around Austin, VR is everywhere. Demand by festival goers to get their hands on the latest 360 experience has left people queuing day and night for their chance to play. Samsung, realising the round the clock queues their 5D sensory experience would attract, took things a step further with a tweet containing #VRonDemand summoning one of Austin's iconic hipster peddled pedicabs to your location wherever you were, taking the experience out of the showroom and into the streets. However, there was no sign of Microsoft's augmented reality visor the Hololens this year.