BBH Labs uses homeless to create human 'hot spots' at South By Southwest
theGRIO REPORT - A marketing agency, BBH Labs, came up with the idea to place the name of the homeless people, along with a number to which they could access the Wi-Fi, on t-shirts...
AUSTIN, Texas (AP) — A marketing stunt that paid homeless people to carry Wi-Fi signals during the South By Southwest Conference in Austin, Texas, is drawing widespread criticism.
BBH Labs, a unit of the global marketing agency BBH, gave 14 people from a homeless shelter mobile Wi-Fi devices and T-shirts that announced “I am a 4G Hotspot.”
WATCH: Mark, Homeless Hot Spot, speaks about how much he enjoys his job
[MSNBCMSN video=”http://www.msnbc.msn.com/id/45977840″ w=”592″ h=”346″ launch_id=”46719915″ id=”msnbc4d3e01″]
BBH New York chairwoman Emma Cookson says the company paid them a minimum of $50 a day. She called the experiment a modernized version of homeless selling street newspapers.
But many have called the program exploitive. Wired.com wrote that it “sounds like something out of a darkly satirical science-fiction dystopia.” ReadWriteWeb called it a “blunt display of unselfconscious gall.”
The experiment was meant to begin last Friday but rain delayed its implementation until Sunday. It stopped Monday.
Copyright 2012 The Associated Press.
