AUSTIN, Texas — A homeless poodle named Tater-Tot found love and a future at SXSW 2014.
Tater-Tot, along with thousands of other cats and dogs in need, have a new home and a chance at compassion, thanks to events and social campaigns that raise awareness and funds for Austin’s pet population.
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Brooklynite Jessica Murphy and her partner, Stephanie Patafio, didn't book their trip to SXSW with plans to return with a dog. But that changed when they spotted Mr. Tot Monday at PETstameet, an event staged by Instagram and the ASPCA.
Under a colorful canopy of umbrellas, pet lovers rubbed paws with local animals looking for permanent homes and waited in line for dog-friendly glamour photo shoots. But Murphy found something better than a cute photo op: an irresistible furry friend.
"Everyone was taking their picture for Instagram with cute puppies so we did as well," Murphy told Mashable. "I then spotted this scraggly, small white dog with its tongue kind of sticking out and was charmed. After extensive conversations with the staff that were around, who were all very helpful and completely dedicated to the cause of rescuing these dogs, we decided to adopt Tate."
Murphy, who lost one of her dogs last year, coordinated with ASPCA staff members and JetBlue to safely transport Tater-Tot (renamed Tate) to his new home in New York. Murphy says that she felt comfortable and prepared for the responsibility of a new pup because she had another dog at home. Tate's adorably wide-eyed demeanor likely offered a few reassurances as well.

PETstameet capitalized on the Instagram community's obsession with all things cute and fuzzy while pushing out a good cause. Bailey Richardson, an employee on Instagram's community team, explained that the Insta-team creates events inspired by how people use the social platform.
"For us, the goal was for people to come and have a good time," Richardson shared, "but if we can do it and get a good message out using our platform, then that’s awesome."

Adoptable dogs snacked on fancy Austin-themed bones at the PETstagram event at SXSW.
Image: Mashable/Annie Colbert
Instagram partnerships lead Charles Porch added: “Our community is so powerful on Instagram and they love a reason to get together and if we can pair that with dogs that need to be adopted, then these dogs are going to have the most beautiful photography of any dog up for adoption today.”
Representatives from the Austin Humane Society, Austin Animal Center and the ASPCA hope that the power of social platforms like Instagram can bring attention to pets in need of a little love. And with thousands of attendees face buried in their smartphones, SXSW abounds with opportunities for social influencers to carry the message beyond the two weeks of boozy networking revelry.
"The people who attend SXSW are influential, and are using their networks to promote adoption and to help share photos of these adorable guys. I think it’s really powerful," said ASPCA's senior manager of social media Olivia Melikhov.
Beyond the effect of attendees' influence, the ASPCA carries a big name of the social media world in their corner of the litter box. Internet super-cat Lil BUB traveled to SXSW by magical spaceship (or maybe an airplane) to promote her efforts and lend a paw to animals in need of extra assistance.

Lil Bub and her "dude," Mike Bridavsky strike a stoic pose at SXSW.
Lil BUB and her "dude," Mike Bridavsky, have raised more than $70,000 dollars for animal charities since the Internet discovered the tiny kitty with a big smile in 2012. And last month, they launched Lil BUB's Big FUND for the ASPCA, an initiative that delivers grants to organizations that care for pets with special needs.
Bridavsky says that the pets suffering disabilities and illness are the most difficult to adopt out.
See also: 15 Adorable Things That Delight Lil Bub

While in Austin, BUB added to her impressive charity piggy bank with a meet-and-greet that raised more than $7,000 in three hours. A limited number of fans paid $20 to meet BUB or $50 to pet her and the proceeds benefitted both the Big FUND and local no-kill leaders Austin Pets Alive. If 50 bucks sounds steep for cat petting, you've probably never seen the reaction BUB gets when people come nose-to-whiskers with this purr-veyor of cuteness and good deeds.
BUB's event attracted bearded fellows with soft spots tucked under tattoos and bouncy kids beaming with a love of animals, a reflection of Austin's wide-ranging fondness for cats and dogs. The city and its dedicated community have made the Texas capital the largest no-kill city in the nation.
Marissa Ledesma, a customer service representative at Austin Animal Center, says that the facility's 93% rate for live outcomes ranks as the highest in the country — an extraordinary feat accomplished with help from more than 90 partner rescue groups and the city's dedicated residents.
"The Austin community as a whole is full of animal lovers willing to adopt dogs, adopt cats," Ledesma says. "We even have ferrets at the shelter — they’ll adopt the ferrets. Anything we ask them to do, they do. They volunteer, they donate. We have a great community supporting us."
The local volunteers and employees who work every day to save animals hope the enthusiasm over the city's furball fans continues to spread after SXSW rolls out of town.
At least one dog won't forget the animal-rescue efforts at this year's SXSW — our buddy Tater-Tot, who left behind the BBQ and the Texas heat for a new life in the big city.

Image: edwardostarr