We announced the underwear to world by creating a flirting app on Twitter

called 'Tweeting in the Dark.' We used the most hyped and opinion-leading

microblogging service on the planet to spread the word of amore.

'Tweeting in the Dark' jump-started the conversation by asking its users:

“Who do you wanna do in the dark?” The app let you anonymously flirt with

your secret crush through @bjornborg, with the hope that the desire was

mutual — essentially creating a match in the dark. We also used sponsored

tweets to reach singles and love-seeking individuals around the world.

The timing for the release of Glow in the Dark underwear was impeccable:

just in time for Earth Hour. If people were going to be turning off their lights

anyways, they might as well have some illumination!

There were plenty of takers for 'Tweeting in the Dark.' Over 20 million were

reached via Twitter and 50,000 daring Tweeters used the service in just one

month - with a 10% hook up rate. We tallied more than 200 editorials in 15

markets, selling more than 50,000 units of underwear - our greatest launch

ever! The PR coverage of the 'Tweeting in the Dark' campaign exploded, with

over 200 editorial titles across 15 markets, and our campaign even got a

shout out from the Twitter accounts of Justin Beiber, Kim Kardashian and

Lady Gaga. Who knew the dark could be so fun?