Timesuck of the moment: SXSW "Social Experiment"-so, so addictive.

Alright, I've already given props to South By SouthWest as being the biggest digi entertainment shindig of the year, with breakthroughs and debuts out the yin yang. So we expect them to roll out all the cool toys-all the oohs and aahs to get the kids all atwitter. And as of yesterday, they're officially oohing and aahing.  And twittering.

Greatest geekout thus far: The Pepsico/SXSW Social Experiment.  This site has taken so much of my time over the last two days-so unnecessary, but so so addictive.

Taking advantage of a number of the coolest tech goodies-Twitter, Google Maps, GPS, streaming audio, multiple blogging platforms-the mad geniuses from Pepsi's labs have created a real time multimedia tracking site for all things South By.  It's similar to Twittervision, but a lot cooler. 

Not only does the page feature a real time map of who's Twittering what, but it tells you exactly where they're tweeting from (kind of a scary thought), and who in the SXSW Twitterverse is talking about the same subjects-everything from the hottest new band to the best place to get vegan soul food in Austin.

The page also features 8 blogs covering the event from different angles and a podcast with industry movers and shakers. Right now the interviews are heavy on the tech side but expect more musica offerings as the week progresses.  For those that couldn't make the trek down, this is a pretty cool way to vicariously get your SXSW on.  

File under Cool Gadgetry, WTF!?, Incredible Ways to Waste Time.