Ben & Jerry’s Twitter takeover

Here’s a simple yet seemingly effective social media campaign from the Ben & Jerry’s ice cream brand, that delivers a branded Twitter experience by angling it as an act of altruism.

Millions of the allocated 140 characters the micro blogging platform offers per tweet go unused each day according to the brand, with many tweets only consisting of a mere few words.

The ‘Fair Tweets’ promotion sees the brand utilising unused Twitter characters to highlight World Fair Trade Day via a dedicated and simple to use interface that converts unused space into charitable messages, each one tailored to fit the remaining characters.

It’s a clever initiative that converts dead social media space into something positive while also enabling Ben & Jerry to brand even the most irrelevant tweets, ensuring viral traction amongst the people most likely to share its eco-friendly ethos.

So far 98,718 unused Twitter characters have been reclaimed.

Ben & Jerry's are no stranger to innovative ideas, having unveiled a unique augmented reality app last year, entitled 'Moo Vision', making it the first brand to utilise natural feature tracking on the iPhone.

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