The smartphone was another natural focal point for the SXSW audience. “We had an exploded view smartphone to show all the different components that use 3M technology,” says Wise. Their phone-centric innovations range from scratch-proof glass covers and protective films to light management components that improve power consumption, as well as advanced adhesives that resist heat. The biggest phone buzz, however, came from 3M’s handheld Clean-Trace™ NG Luminometer, which measures contamination on a surface within seconds. Visitors could submit their own phones to see how many bugs they’re typically holding up to their faces. “We got a lot of traction from the smartphone germ test,” says Wise, “and people were shocked at how much bacteria was on their phones.”