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| The Three T’s of MARK MANGUERA (Twittering, Tacos and Trucks) |
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FilAm Mark Manguera is the Taco King. The 30-year-old entrepreneur has not only revolutionized the way we see taco, but also how to market it. He is the part owner and founder of Kogi BBQ truck, a mobile Korean-Mexican fusion taco vendor in Los Angeles. The business, which consists of two taco trucks circling LA, has only been around since November but its impact is already being felt worldwide because of the creative marketing scheme.
"Kogi BBQ started as a taco truck and all of the success hasn’t been our intentions," said Chef Roy Choi, Manguera’s partner in this endeavor. "It started out as a hobby to go back to the craft of cooking and everything from that really developed from Twitter and the web. The food is hopefully good enough but really it was the web where people started to connect and we started to communicate with the people."
Viral marketing, a term used by advertisers uses social networking sites to increase brand awareness, has led to the success of Kogi BBQ.
You won’t be able to find the Korean Kogi taco truck sitting in a place day-in-andday-out. The only way you’ll know where Kogi is if you’re one of the 24,000 plus people who follow the truck on Twitter, a social networking site that allows users to stay connected in real time.
Everyday twitter followers will receive an update on where the truck will be that night. For example, on Wednesday May 19 Kogi’s twitter account reads: VERDE: 6pm-9pm@UCLA - Gayely & Strathmore; 10pm-2am@The Brig - Abbot Kinney and Palm in Venice.
Alice Shin, Kogi’s twitter writer and blogger, said that it’s like a modern day treasure hunt. People check their twitter account everyday to see where the Korean BBQ taco truck is parked that night.
And the results have been outstanding, according to Choi.
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