At the There’s Something In Your Tweet website, users enter a friend’s twitter handle, choose from a wide range of foods that could be stuck in their teeth, and hit “Send”. @ColgateSlimSoft tweets the friend with the message that someone says they have corn (for instance) stuck in their teeth. Both the sender and the recipient get a coupon for a Colgate Slim Soft to prevent the problem from happening again. Recipients could then thank their anonymous tipsters on Twitter or Facebook, extending the reach of the campaign further.

In the short period the service was active, almost 5000 messages were sent, leading to nearly 25,000 visits to the website, 21,750 of them unique. As the goal of the service was to introduce Slim Soft to as many people as possible, impressions were a particularly important metric. On Twitter we generated 11,431,648 impressions and the publicity generated by the campaign earned another 17,696,317 impressions.