This year, the app that everyone was talking about at the South by Southwest Interactive Festival wasn't something that debuted at the event. The platform didn't throw a massive party, or even have an official presence.
Still, for some reason, everyone couldn't stop talking about Snapchat.
"With SXSW you have people who tend to experiment with technology and a place where people are running around having unique experiences," said Josh Rickel, vice president of media and entertainment for social media marketing platform Spredfast. "Snapchat is perfectly designed to share these ephemeral moments."