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Instead of going to where the people are, these Kogi BBQ trucks used Twitter to tell customers where they were and what they were serving. The article also references some other businesses using Twitter in much the same way.
A little dated, but provides a good foundation to start from and where to start.
Originally linked from: http://www.time.com/time/specials/packages/0,28757,1901188,00.html - this is a full list of the topics covered in this series.
Houston, TX business saw an opportunity and ran with it. By using Twitter effectively they were able to double their foot traffic.