Minneapolis-based Blu Dot, purveyor of modern furniture, created a Twitter-based contest that had participants scrambling for virtual seats.
Based on the children's game of musical chairs, the promotion rewarded participants for Tweeting a specific phrase that appeared on the company's microsite during a specified time. Up-and-coming band Doppio played a tune and when the music stopped, the Tweeting began.
Over a period of 10 days, the number of "spots" dwindled until one winner got a real-world chair as a prize.
As reported by online marketing publication ClickZ, the game was developed by local creative agency mono, and significantly boosted Blu Dot's number of Twitter followers.