<http://schema.org/target>
"android-app://com.guardian/http/www.theguardian.com/culture/sxsw"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.theguardian.com/culture/sxsw?mbid=aec12183-c10b-4821-9451-e09439225840>