This must be one of the smartest ways to use Twitter to promote and brand and deliver a tangible benefit for the consumer (not necessarily the finest case study, though).
Japanese pharmaceutical brand SSP, allowed people to literally see the cold coming in order to prevent it.
By tracking the online talk about cold and flu related illnesses, they managed to map it out and allow people to see where the cold was, how it was moving and what the symptoms were.
The best part is that it didn’t end up in just an awareness exercise. The company used the same system to alert the trade so they could stock up in advance.
Regional Executive Creative Director, Geometry Global Asia Pacific