Tweeting for Kimchi Tacos
Travel Blog • Julia Ross • 02.25.09 | 2:43 PM ET
I’ve always envied the whole L.A. taco truck subculture; if I lived out there, I think I’d probably overdose on all the spicy goodness. Now that I’ve heard the story of the Kogi taco truck, I’m really jealous. Launched in November, the truck has gained an avid following for its fusion of Korean barbecue and traditional taco/burrito fare (imagine topping juicy carne asada with soy-sesame chili). But what’s really making news is the owners’ unusual marketing approach, which involves Tweeting the truck’s expected location a couple hours ahead of arrival, setting off a taco-minded flash mob.
According to the Los Angeles Times, the operation has become a “social networking juggernaut,” drawing between 300 and 800 people at each stop, with waits of up to two hours (Kogi staff play Japanese reggaeton to soothe the crowds). Even more interesting, it’s a bicoastal effort: Kogi’s public relations maven, Alice Shin, writes the Twitter feed and blogs about the truck’s doings all the way from New York. There’s a Flickr photostream, as well.
All I can say is: cool. I’d fly to the left coast just to check this out. Meantime, I think we need to send a certain World Hum coeditor up to L.A. on special assignment. Jim?