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Midnight Movie: LAist Goes to CES 2010

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Sometimes, the news will not wait for your cloud-based EPK.

At CES 2010, Qualcomm took over the Joint at the Hard Rock Hotel for a party and Kid Rock concert to generate advance buzz for SWAGG. What is SWAGG? Details at the actual party were scarce. A fellow reporter guessed it might be a body spray, a la Axe.

Although we later learned that SWAGG is a mobile solution for consumers from Qualcomm's Firethorn group coming in late 2010, LAist prefers this way more fun explanation from Khloe Kardashian: