Two of SXSW's Hottest Food Trucks Dish on Instagram's Marketing Powers

East Side King and Chilantro reveal social media strategies


Food trucks have become a South by Southwest Interactive tradition, and options galore will line several streets in downtown Austin, Texas, where the tech festival begins Friday. And every one of the artisanal sellers will be tweeting while posting via Facebook and—more than ever this year—Instagram to create chatter around its offerings.

But does social media still work for such purveyors?

"A few years ago, I was pumped for the Kraft Mac and Cheese truck, but the line was somewhere between four hours and two days long," quipped Molly Sugarman, a South by veteran and vp, managing director of Treehouse at Horizon Media.

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