June 12, 2009 - by Kathryn Smolen
Talk of the Taco Truck
Twitter is riding its great wave of social networking momentum, and quite a few brands have already jumped on the Twitter bandwagon, including Levi’s as Lauren wrote about in her last post.
But with celebrities, publishers, and your best mates in the tweetosphere, brands have a lot of competition on the social networking site and thus need to offer consumers a valuable, unique experience to stand out.
Another great example of a brand that delivers a valuable experience is the Kogi Taco Truck (kogibbq), a Korean-Mexican fusion food van that roams the streets of Los Angeles in search of… or rather being searched by hungry customers; the two Kogi trucks that roam the streets tweeting their whereabouts to 30,304 followers have been met with a deluge of demand, with customers waiting up to two hours to grab a bite of their cheap, tasty goodness.
While no doubt location and product are integral to the brand’s success, they have also employed some effective communications tactics to propel momentum:
- Communicating in the digital channel where their target audience is highly engaged and involved, and offering them a unique, rewarding challenge.
- Word-of-mouth, which was first sparked by the owner enlisting friends and family to begin blogging, branding and Twittering on his behalf.
- Language and tone (“upbeat, LOL-speak”) that fits both the brand and environment. The non-tech savvy owner has his sister-in-law tweeting on his behalf, which included the following post about the launch of their second Kogi truck:
“KOGIHEADQUARTERSIS TOTALLYPREGGERSAND ISGIVINGBIRTHTOANEW BABYTRUCK . . . So I’m leaving it to YOU, the peopLes to nominate names for our trucks, because at this rate, Roy’s gonna be caLLing Big Brah KoGi #1 and Mark’s gonna be caLLing the new one KoGi #2, which, frankLy, is way BORING.”
The taco truck news and updates could have easily gotten lost in the clutter of Twitter, but smart communications have fostered continued talk of the taco truck and made it the talk of the town.
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