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Whether you're presenting at the premiere industry event of the year (Event Marketing Summit, anyone?) or calling for votes on this year’s “American Idol,” you want, no, you need to know what the folks listening in are thinking, and they need to know you give a damn. In the world of digital audience interaction and response tools (you’re not still using paper, are you?), there are two options: dedicated handheld systems or attendee-owned mobile devices.

South by Southwest offers cutting-edge content, warm temperatures and all the barbeque you can eat. But when it comes to partying, this festival takes the cake. On March 16, the night before the music portion of the festival kicked off, The Macallan (makers of single malt scotch whisky) threw a party that mixed sampling with social media. The next day, Sirius Satellite Radio sponsored a VIP barbeque featuring live music by Canadian bands.

Taking advantage of the foot traffic from the many discussion panels on the fourth floor of the Austin Convention Center, Microsoft set up a chic booth (a black and white Audrey Hepburn print on the wall set the tone) divided into three sections showcasing its Windows 7 technology, Silverlight (a free, cross-browser, cross-platform plug-in that enables Internet applications and media experiences online) and its gaming offerings.

The Austin Convention Center is ground zero for the South by Southwest Interactive, Film and Music Festival and the central hub for sponsor activations. This week, EM toured them all (plus a few off the beaten path) and found a collection of laidback lounges where people could recharge, refresh, and in some cases, enjoy a nice cold drink. Here are some of the highlights:

AOL

YES, IT’S A TOP BUZZWORD ALREADY. No, you don’t really understand it. To the uninitiated, the very term “Augmented Reality” may seem a little Star Trekky, but it’s not that far out there. Through AR, developers superimpose computer-generated images over a real-world environment in real time. The firstdown line superimposed over the field on football games shown on tv is a rudimentary example.