BBH Labs, the innovation unit of the international marketing agency BBH, hired members of the Austin, Texas homeless population to walk around carrying mobile Wi-Fi devices, offering high-speed Internet access in exchange for donations. Thirteen volunteers from a homeless shelter were hooked up to the devices, given business cards and put in shirts with messages that designated them as human connections. “I’m Rudolph, a 4G Hotspot” read the label on the homeless man on the New York Post’s front page with the lead, “HOT BUMS!”

The Walking Hotspots—now there’s a new horror series for AMC when they run out of zombies— were told to go to the most densely packed areas of the South by Southwest high-tech festival in Austin, Texas, where the technology trend-devouring conventioners often overwhelm the cellular networks with their smart phones. Attendees were told they could go up to a Homeless Hotspot and log on to his 4G network using the number on his T-shirt. A two-dollar contribution to the homeless man was the suggested payment for 15 minutes of service. BBH Labs paid  the wired-up homeless $20 a day, and they were also able to keep whatever customers donated.

What BBH called its “charitable  experiment” ended yesterday with the conference, and with all participants seemingly thrilled. The “Homeless Hotspot” gimmick got nationwide publicity, thirteen homeless men made some money, and conference participants got great connectivity…so why were so many people upset? Continue reading →