Our FedEx social media team is participating in the South by Southwest Interactive Conference in Austin this week/weekend, and we'd like to share some of our observations with you.

If you're unfamiliar with SXSWi - it's the gathering which really launched Twitter into the limelight a few years ago, and has recently provided a forum for some of the brightest folks in the world to share ideas about media, technology, and the impact of both on our lives.

As technology becomes more innovative, it’s important for us to stay up to date with what is new and relevant, and who the people creating new technologies are. That’s why we decided to have a presence at the South by Southwest Interactive conference in Austin, Texas.

There are dozens upon dozens of brands vying for attention at SXSWi, so we knew our outreach had to do something big, smart and authentic to stand out from the crowd. It also needed to provide a benefit for busy conference-goers, while delivering messaging about the FedEx brand and its services.

To help demonstrate the international shipping capabilities of FedEx, we created a food truck that looked just like a FedEx delivery truck, and drove it into Austin during SXSWi