Don't waste the characters

Tweet fairly

Amalgamated and Ben & Jerry’s are teaming up to promote World Fair Trade Day. Since Twitter users rarely use all 140 characters allowed in each tweet, Ben & Jerrys is recycling the unused characters to promote the importance of the Fair Trade movement and products. Regardless of what Tweeters type, Ben and Jerry’s will convert the unused characters to a message promoting World Fair Trade Day. To ensure that you can tweet from anywhere you can install the browser plug-in as well as bookmark the mobile site and fair tweet from your Ipad or cell phone. An innovative use of free media-space for a CSR cause
TitleFair Tweets
Campaign Fair Tweets
Advertiser Unilever
Brand Ben & Jerry's Homemade

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PostedMay 2011
Business SectorSubscribers Only
StorySubscribers Only
Media Type Digital