SoftLayer Rocked SxSW 2011

March 23, 2011

South by Southwest 2011 is over. Phew. The chaotic buzz of sessions, trade show booths, concerts, happy hours and parties has subsided, so we can finally take a little time to look back at our experience in Austin last week. Our most talked about contributions to the 2011 SxSW community were our SxSL (South by SoftLayer) event at Iron Cactus on Monday and the SoftLayer Server Challenge on the trade show floor.

SxSL

If you've ever been to a SoftLayer soiree, you know that we know how to get down with our bad selves to throw a good party, and SxSL was no exception. The Cactus Room at Iron Cactus was a perfect venue to unwind after the first day on the trade show floor, and it proved to be a great setting for many interesting conversations about hosting, cloud computing and SoftLayer's plans for world domination ... err ... growth.

As you can see from a few of the pictures we took at the event, Snappy - HostGator's mascot - made an appearance, and he was quite the popular guy. He made so many friends at the party, he actually followed us back to the office in Dallas.

Server Challenge

If you followed the link to the Server Challenge at the top of this post, there's no need to reintroduce the competition, so we'll dive straight into how it went. Before I tell you what I think, listen to what @ipbrian had to say about it on Twitter: "Congrats to @SoftLayer for having the best contest and booth at #sxswi. I have NEVER wanted to repeat visit a vendor more."

Brian was a fierce competitor who pushed the limits of how fast our rack of servers could be reassembled, and prior to SxSW, he'd never heard of SoftLayer. As he hurried to reattach network cables, he experienced what we do in our data centers, and that experience is worth more than any piece of collateral we could have given him. That experience was our goal in designing the challenge, and based on our first show with it, we're confident that our goal is being met.

Some attendees saw the blazing times on our Server Challenge leader board as inspiration to complete an "Eye of the Tiger"-speed assembly while others - like the two squirrels from getacorn.com in the video below - knew they might not win the iPad 2 for being the fastest at SxSW but wanted to try anyway:

In addition to the official Server Challenge competition, we were happy to take part in Das IronGeek for the second year in a row. Das IronGeek put six press and bloggers through a series of five technology-related challenges to test their "geekiness," and the SoftLayer Server Challenge was the final "make it or break it" event to determine the champion. All of the competitors stared down the SoftLayer server rack and had a blast completing the challenge. Joshua Baer bested the other participants to become the 2011 Das IronGeek Champion, and if I were him, I'd be showing my kids the 2011 Das IronGeek wrap up for years to come.

As the trade show wound down on Thursday, our booth had a last surge of Server Challenge participants looking to reach the top of the leader board to with an iPad 2, but as you learned from Highlander, there can be only one. That "one" at South by Southwest was Erik Wagner from Netbiscuits with an amazing time of 1:08.8. When he recorded that time, we knew it would be tough to beat, so we had him complete it one more time on camera to show future generations of Server Challenge participants where the bar has been set. Even with the additional pressure of being on camera, he recorded a faster time than any other participant:

We have a few tweaks and improvements planned for our next Server Challenge competition, and we're excited to see how attendees at other shows respond.

As I write about SxSL and the Server Challenge, I'm reminded of stories about the popularity of the good ol' SoftLayer switch-ball and the hallway war we may or may not have been responsible for supplying with foam missile ammunition, but those stories will have to wait for another post. I'm still tired from SxSW sleep deprivation, and I need a nap.

-@khazard