Purveyors of (really rather tasty, if loaded with calories) ice-cream Ben & Jerry’s have developed an innovative way of promoting World Fair Trade Day 2011 by utilising a tweet’s unused characters to share links and information.
A tweet can be 140 characters long and the Fair Tweet website (and browser extension) works by filing up the unused characters with a Fair Trade message and web link. The clever bit is how the message changes depending on how many characters are unused.
To see the Fair Tweets page in action have a look at this video:
The campaign is also great for Ben & Jerry’s PR, providing a link between their ice-cream and the Fair Trade movement in consumers’ minds.