How a BBQ Business Becomes Viral — Learn SM by Example

A mobile food truck by any other name is still a mobile food truck, whether it serves sesame-dipped tacos or sherbets.

Kogi BBQ, the mobile food truck in question is not a modern business, per say. After all, all they did — product-wise — was replace the ice-maker with a grill. Their real innovation, which goes beyond being a campaign and turns into downright business brilliance, is using Twitter to give their mobile food truck business, some, um, @oomph.

Idea and Objective:

The Kogi Korean BBQ taco truck travels all over LA to sell tacos. Traffic, police, and other issues sometimes prevented it from being in the exact spot each time.

The solution? A Twitter account! The people working on each mobile food truck keep their Twitter account updated with their whereabouts, special deals and also tell people if they are going to get delayed by traffic. They even tell people what the weather is like — dress warm tonight, honey.

The vehicle has emerged as a social-network hippie-movement in LA, gathering crowds of 300 to 800 people each time it parks (often several times in an evening) affectionately referred to as “Kogi kulture.”

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