As written for Social Media Today
Using Social to Prove a Point
Cellairis makes what seems like the world’s strongest iphone screens. How strong are these things? So strong that merely tossing ’em off the roof of a building simply wouldn’t be enough.
Nay. So these guys locked themselves into a room, racked their collective brain power, and invented a Frankenstein typewriter. Dubbed the “Tweet Punisher,” it behaves more like a phone punisher.
The Tweet Punisher device itself is crafted from a 1940’s typewriter with its keys intricately wired to react to signals. The
vintage machine merges with cutting edge communication and types out the characters of tweets posted with the hashtag,“#tweetpunisher.”
But none of that means anything unless the contraption holds an iPhone in its type guide. Here, the metal keys strike, making every tweet a live demonstration of the company’s Shell Shock: G-Class™ screen protector. To top it off, devout users can observe via a live video feed on the Cellairis Facebook page.
According to the company, the Tweet Punisher illustrates Cellairis’ commitment to innovation, “melding the old world technology of a typewriter with the cutting edge technology of the Shell Shock.”
But what’s in it for social media marketers is a lesson on convergence and creativity.
Social Media Convergence
Four things work about this campaign.
Tell me the story about this contraption, and a “behind the scenes” look at how it came about. These guys publish it to YouTube where it’s received steady traction. Like others, I like getting a feel for the human element behind a company. And this one’s delivered without a whole lot of marketing fluff, so it’s all story, no bore.
2. Interaction & Sharing
Facebook provides host to the promotional interface, and it’s all seamlessly integrated with Twitter.Hosting and sharing all in one.
3. Campaign Following
Powered via LiveStream, the promotion lives an online life that I can check back in at any time. Afterall, I want to see how the story ends.
4. Call to Action
On the same page, you can order your very own shield and try to break it at home.