First, there was South by Southwest, the annual music and interactive festival in Austin, Texas, which just kicked off its 2012 event Friday.
Then there was "South by Star Wars," a Tumblr, Twitter account and hashtag that, in its third year in 2011, imagined an alternate version of SXSW, if it took place a long time ago, in a galaxy far, far away.
Here's a sample tweet that pokes fun at the various panels at SXSW and one of the most popular "Return of the Jedi" characters: "Only 10 min til big Keynote by Admiral Ackbar: 'It's A Trap' is just another way of saying 'It's An Opportunity.' "
The popular meme, used by SXSW attendees and nonattendees alike, now has a sequel: "SXSWesteros," based on the George R.R. Martin book series and HBO series "Game of Thrones," which takes place in the land of Westeros.
One example of a "SXSWesteros" tweet (referring to the oft-repeated "Winter is coming," in the books and series): "But Really, Is Winter Coming? – New Meteorological Techniques from the Citadel."