SXSW uses iBeacons. 40 iBeacons were distributed around the conference sites. One example was the location of iBeacon near registration desk, launching on users phone registration screen. They were also used to enable users at conferences to engage into discussion with other users based on their location near an iBeacon. Check out this great article: http://mashable.com/2014/03/07/ibeacon-sxsw-2014/
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