Behind Weather Channel's Creative Viral Marketing Campaign for Tornado Week

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iMediaConnection talks to The Weather Channel's Brandon Uffner and social media agency Vert's Kevin Planovsky about their clever viral marketing campaign for Tornado Week. The campaign was centered around interns sitting in a room with industrial fans. The catch: the intensity of the fans were controlled by the amount of tweets that used #tornadoweek and, naturally, the entire thing was livecast.

Says Uffner, "I always want to try to push the envelope a little bit because I know that there is so much clutter in the advertising space that you can't just do the same thing that everybody else does."

Watch below.



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