Highlight Social App Makes Big Splash @ SXSW

by Rachel Toole  14 March 2012

The biggest buzz out of SXSW Interactive surrounded the latest and greatest location-based app, namely, the emergence of Highlight. Highlight, mines a user’s Facebook profile and sends push notifications when other users with similar interests—or mutual friends—are nearby. Raising Highlight’s profile at SXSWi made perfect sense; conference-goers already share many interests, so an app that takes the extra step of introducing you to these people provides a nice opportunity to broach a conversation without having to tap someone on the shoulder while waiting in line for coffee. It remains to be seen whether or not mobile users will adopt this technology in broader circles, but it was certainly the app that garnered the most chatter (and press) in Austin. The larger trend story here is that the next generation of geo-social may be more reactive, with apps pushing news to us, while also encouraging connections with non-“friends.”

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