Mophie dispatches mountain rescue dogs to charge phones at SXSW

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Cute, cuddley battery chargers.
Cute, cuddley battery chargers.

Festival goers can tap puppy power to resolve phone battery woes

While the promise of wireless charging is not too far off, for the time being, attendees of SXSW have to endure the hassle of carrying extra battery packs and hunting for plug sockets to support all those juice-draining apps that power the SXSW experience.

This year, battery-pack company Mophie is coming to the rescue, dispatching a pack of St. Bernard dogs in Austin, carrying battery chargers, for those in need.

Festival goers who tweet a screenshot image of their dying battery to @Mophie using the hashtag #morphierescue will be by rescued by one of the cute and cuddly mountain dogs. Makes waiting for your battery to charge far less tedious.

This activation is reminiscent BBH New York's SXSW activity from a few years ago, when homeless people were enlisted as wireless hotspots. Hopefully this campaign will prove less controversial.

Mophie has partnered with the St Benard’s Rescue Foundation, which hopes the campaign will driving adoptions of the rescue dogs.

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