Joanna Stern/ABC News
  • SXSW: Lines, Geeks, and a Grumpy Cat

    There are hundreds of panels and keynote speakers at the interactive portion of the festival. Here Google's head of search, Amit Singhal, is interviewed by Guy Kawasaki. Singhal said the future of search will use voice, touch and more.
    Joanna Stern/ABC News
  • SXSW: Lines, Geeks, and a Grumpy Cat

    On the third day of the show the rain went away in Austin. The lines, however, didn't.
    Joanna Stern/ABC News
  • SXSW: Lines, Geeks, and a Grumpy Cat

    Google had even more fun in its playground. The company showed off sneakers that pair with your phone to tell you more about your movements and built an obstacle course to show it off.
    Joanna Stern/ABC News
  • SXSW: Lines, Geeks, and a Grumpy Cat

    At Yahoo's space, a Flickr wall displays all the photos tagged #SXSW.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    South by Southwest (SXSW) Interactive kicked off on March 8, 2013 in Austin, Texas, where there were more than 27,000 attendees. People waited in line to just go up the escalator.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    The biggest lines at the festival are to see a cat. And not just any cat -- Grumpy Cat. Grumpy Cat is the star of a famous Internet cat meme. She even has more than 53,000 Twitter followers.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    No really, there were more than 300 people in line to see the cat at the Mashable house. This is what happened when it came out.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    You cannot fight the marketing around the festival. Here a company called Repp hands out tacos.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    And then there is this guy from Zoomdata.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    When it isn't raining out, Google has a playground with a bar and a bean bag toss.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    You can't get too clever about marketing in Austin. Samsung and Nerdist have taken over phone booths with Galaxy S3s.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    Speaking of Samsung, the company has taken over a big bar in Austin where they are allowing you to design t-shirts and star in your own unicorn GIFs.
    Joanna Stern/ABC News
  • SXSW in Photos: Lines, Geeks, and a Grumpy Cat

    It's not all fun, games and cats. MacBook Pros are the computer of choice for most of the attendees.
    Joanna Stern/ABC News
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