Weather Channel Stages a Tornado to Drum Up Twitter Buzz for Tornado Week

How far would you go to drive social media buzz for your company? Don’t even bother answering, because The Weather Channel has gone further.

To generate buzz around the Tornado Week theme of this week’s programming, The Weather Channel is livestreaming a tornado in its offices and giving users the chance to turn up the wind.

That’s right, they’ve created a wind storm in their offices, and their poor interns are sitting right in the middle of it. (According to TWC, the idea came from the interns themselves … we’re skeptical.)

The more tweets bear the hashtag #tornadoweek, the faster the wind will blow on these poor interns. If the campaign scores a million tweets, the winds will reach category F5 tornado speeds — between 261 and 318 miles per hour!

The Weather Channel is jumping in on Twitter’s increasingly popular use as a second-screen platform for television programming. Hey, they know which way the wind’s blowing.

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