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The technology part of the South by Southwest is now the biggest portion of the interactive festival. It's a place where a lot of big thinkers come to think big thoughts and identify trends in interactive technology that are on the horizon. This year the buzz seems to be that virtual reality has finally arrived and big named companies like McDonald's and the PGA Golf Tour are hungry to give VR to their marketing teams.

Marketplace Tech host Ben Johnson has been in Austin this week. So we called him up to check in. 

Click the player above to listen to the interview. 

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Follow Kai Ryssdal at @kairyssdal