SXSW 2014 was an especially exciting time for The French Tech, since it was the first time ever France was invited to be a part of the American event. The French Tech had its own booth set up to show off the innovations the French are bringing to the world of technology, but unfortunately there seemed to be a lack of visitors. With no budget and only a few days to turn things around, The French Tech came up with the 'The French Cellar,' a Twitter account designed to "age" tweets like a fine wine.
By tweeting with #TweetCellar, bland festival-goer tweets were turned into much more rich masterpieces. Amazingly, this totally turned things around for the next day, with an increase in visits to the The French Tech Pavilion by 400%.