In Brazil, LG has launched an online campaign that puts Twitter at the center of the action to promote a fridge model called Top Mount. Four cameras capture live a fridge and the food inside it. Users can watch the live stream on the Web and "order" the fresh food using their Twitter accoun t and messaging @LGTopMount. The first who tweets the request will receive a home delivery the day after (only if he/she lives in the Sao Paulo area).

Don't ask me to clarify the mechanism because I had to ask twice to understand it. I definitely miss something in this action. I thought there was a challenge to guess the next food in the fridge in order to win, but this is not the case. It's not a guessing game. It's just about staring at a fridge where nothing happens and be fast to tweet when the food in it gets changed. To be totally sincere, I think the concept is rather week if not even silly. But still, I thought it was worth sharing it because the LG project can inspire new (better) campaigns with an integrated functional/interactive use of Twitter.

The agency is Sinc Interactive.

This could be a diet tool, too. Your mom, sister, and best friend are hooked up to the livecam of your own fridge. When you take out the ice cream, they tweet at you: "Noooooo! Don't do it!!!"

Posted by: Gillian at June 7, 2009 03:42 PM

Great idea Gillian! I should try that out myself. Live from the Adverblog fridge: help Martina staying fit :-)

Posted by: Martina at June 7, 2009 04:04 PM

Wow, this sounds really silly. Are people actually tweeting "Fridge change: Apple out, pear moved in, ketchup and mustard now sharing same shelf."?

Posted by: Stefanie Hartman at June 8, 2009 02:13 PM

It's not about twittering as the food changes, but the experience of watch a fridge for a few minutes to get free foodIf you think about it, it's hard to create a social media campaign for a ... FRIDGE! nobody uses twitter to say wonderful things about their fridge.
So it's interesting how a bunch of free food can make hundreads of people spend time watching a fridge and get in touch with the product and enjoying making part of this "speed game".

Posted by: Renata Rolim at June 9, 2009 08:24 PM