Weather Channel Aims Strange Twitter Gimmick at Storm Chasers

#TornadoWeek effort is unusual—even for social media

Headshot of Christopher Heine

The Weather Channel may be pushing the strangest Twitter marketing gimmick yet. The media company is encouraging people on the social site to tweet messages with the #tornadoweek hashtag, which then affects how much fan-produced "wind" blows through an office of interns. Perhaps the hashtag should be #internabuse.

At any rate, the interns for the last several hours have been holding up signs to get folks to tweet. As one can see in the YouTube video below, they are live-streaming an office scene with plenty of hair blowing around.

TWC created "Tornado Week" nearly a decade ago, per a rep for the firm. This year, it includes a dedicated Web channel to promote a series of primetime tornado-based programs on the cable TV network during the next few days.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: April 29, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT