A Look Back At The Most Authentic Moment Of SXSW

What brands can learn from my random run-in with an iCracked employee and our shared moment on Meerkat.

It started as a joke. My iPhone screen had been cracked for months, and a couple of loud, seemingly intoxicated men in the line for a party at SXSW on Saturday night were wearing shirts that said "iCracked." My companion, Fast Company events editor Kim Last, makes a living spotting synergies, and she was quick to make the suggestion: Could they fix my phone?

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