How @Irene took Twitter by storm

08/30/2011 | Advertising Age (tiered subscription model)

Twitter user @Irene -- that's Irene Tien, a product strategist at Huge -- took the social network by storm last week when she started using the account for first-person tweets purporting to be from Hurricane Irene. The ad-hoc parody was the brainchild of Huge's marketing division, and was carefully gauged to entertain and educate without being insensitive to those affected by the disaster, Tien writes. "If we had tried to be promotional or take advantage of the opportunity for our own ends it would have failed," Tien writes.

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